German retailers roll out back-to-school promotions

DEICHMANN launched a back-to-school campaign featuring sneakers and accessories from brands such as adidas, Nike, Puma, Fila, Skechers and Hummel. The campaign, created under Marcel Nawrath, Head of Global Creation & Brand Management, highlights movement, teamwork and everyday school life, using film, stills and digital channels to portray children helping each other on a playground obstacle course.

In Dresden, the Dresdner Backhaus continues its long‑standing brotdose action for first‑graders. Organised by parents Elisabeth Kreutzkamm‑Aumüller and bakery co‑owner Tino Gierig, the initiative offers a free lunch box to children who visit a store with a Zuckertüte or a photo of their school‑entry ceremony, promoting a healthy snack habit and celebrating the start of school.