ADIDAS “KAMPF DEINES LEBENS”
As an 11 year old Assana had to move from his home country to Germany, not speaking a single word of german. Instead of support from his new classmates, he was confronted with discrimination and crime. Through boxing he found his way out and became a professional boxer, sponsored by Adidas.
01 CHALLENGE:
Finding the authentic way to tell Assana’s journey in "Kampf deines Lebens" with Adidas.
Assana’s story is one of resilience and transformation—starting as an 11-year-old who moved to Germany, faced discrimination, and discovered boxing as a way to overcome adversity. The challenge was to tell his journey authentically, showing the raw emotion of his youth and the determination that carried him to success as a professional boxer and Adidas ambassador.
02 SOLUTION
To capture Assana’s story in the most genuine way, we focused on storytelling that balanced his personal struggles and triumphs, creating a narrative that felt honest and relatable. From the concept to the final production, every element was designed to honor his experiences.
03 SERVICES:
Conception: We collaborated with Assana to deeply understand his life, from his early struggles to his rise as a professional boxer. This ensured the narrative was true to his voice and perspective, allowing us to craft a story that was both inspiring and real.
Content Production: We created a visual journey that blended Assana’s past with his present. By using intimate, documentary-style footage alongside cinematic scenes of his boxing career, we captured the raw intensity of his experiences while celebrating his success.
Postproduction: In postproduction, we focused on authenticity. The pacing, music, and visuals were designed to reflect the emotions of Assana’s journey, creating a powerful connection between his youth and his professional achievements.
04 RESULT
The "Kampf deines Lebens" project delivered an authentic and impactful narrative, achieving the following outcomes after being through Adidas Germany’s channels:
Connecting with Audiences: The honest storytelling struck a chord with viewers, inspiring them through Assana’s resilience.
Strengthening Adidas’ Identity: The film underscored Adidas’ dedication to supporting athletes with unique and powerful stories.
Positive Impact: Assana’s journey resonated with both youth facing challenges and fans of professional boxing, extending his message of hope and perseverance.
In conclusion, "Kampf deines Lebens" authentically captured Assana’s incredible journey. By finding the perfect balance between his struggles and his triumphs, we created a story that inspires and uplifts while remaining true to his roots.