EXPECT THE UNEXPECTED: DEICHMANN & Nike celebrate the individuality of Gen Z

EXPECT THE UNEXPECTED: DEICHMANN & Nike Celebrate the Style and Spirit of Gen-Z – No Labels, No Limits. Style Catalysts BRKN & Laura Wittek introduce two fresh Nike silhouettes.

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Berlin, April 2025 – After last year’s "EXPECT THE UNEXPECTED" campaign made waves, DEICHMANN and Nike are back at it again—this time with a bold new take that flips expectations on their head. The stars of this year’s edition? Musician BRKN and Content Creator Laura Wittek— two icons of a generation that refuses to be put in a box.

Set against the raw energy of Berlin’s urban backdrop, the campaign follows Laura rocking the new NIKE CHARGE SUEDE silhouette, radiating confidence, while BRKN steps out in the Y2K-inspired Nike V5 RNR, blending retro vibes with modern performance.

Then comes the plot twist: Just when the story seems to follow the usual script, everything shifts. Laura switches to the V5 RNR and stuns with powerful gymnastics moves, while BRKN grabs his sax and turns up the stage energy in the NIKE CHARGE SUEDE. The message? Gen-Z makes its own rules — forget stereotypes.

"You can’t talk to a generation shaped by individuality as if they were all the same — that’s exactly what this campaign represents," says Julian Müscher, Senior Marketing Manager Sports at DEICHMANN. "With ‘EXPECT THE UNEXPECTED,’ we’re showing that personal style, performance, and self-expression go hand in hand. Nike’s V5 RNR and CHARGE SUEDE are built for the diverse, ever-changing lifestyles of Gen-Z."

The "EXPECT THE UNEXPECTED" campaign was co-created by Julian Müscher and saymyname., with Esayas Semere leading the project for NIKE EMEA. Production and styling were handled by saymyname., with Benjamin Casser-Zech as Lead Producer and Sebastian Mowka as Directing DP. Photography by Jonas Kaltenkirchen, styling by Dania Douwa, and makeup by Anna Ariztegui.

The campaign launches nationwide in Germany on April 28th, 2025, running for three weeks across social media, digital platforms, digital POS, and top fashion & lifestyle magazines. Get inspired and experience the new Nike silhouettes for yourself.