Audi Summer Tour 2023 - FC Bayern München

From July 24 to August 3, 2023, FC Bayern embarked on its eighth "Audi Summer Tour," making stops in Tokyo and Singapore. The tour kicked off in Tokyo, where the German record champions played two high-profile matches at the National Stadium: one against Manchester City on July 26 and another against Kawasaki Frontale on July 29, as part of the "Audi Football Summit." The team then traveled to Singapore to compete in the Singapore Trophy facing Liverpool FC.

For the tour, I led the entire FC Bayern branding effort, overseeing everything from the Fanzones and team bus design to stadium locker rooms and merchandise. A standout moment was the pop-up store at Tokyo’s iconic Shibuya Crossing, where the club launched the new away kit and marked the start of a refreshed brand strategy that I played a key role in developing. The store’s visuals even featured legendary characters from the anime "Captain Tsubasa", adding a touch of local culture to engage our Japanese audience.