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Only here. Only Us.

VfL are kicking off the new season with a new campaign.

VfL Wolfsburg are kicking off the new season with a strong statement and a firm stance. ‘Only Here. Only Us.’ That is the Wolves’ new motto for the 2025/26 campaign – a slogan that epitomises everything that unites the club, the city and the people of Wolfsburg.

More than a slogan

‘Work. Football. Passion.’ The club’s official motto represents the daily goings-on at VfL Wolfsburg and underlines the close bond between the club, Volkswagen and the city. The new campaign picks up on that approach and takes it a step further. In times of social challenges in particular, VfL wants to lead by example. Togetherness, regional ties and a focus on the future are not just empty words, they are reality in Wolfsburg. “Through this campaign, we’re highlighting what makes VfL Wolfsburg unique – in a way that doesn’t just pander to people, but shows attitude,” said Michael Meeske, VfL Wolfsburg managing director. “It’s about identification, community and pride in our origins.”

Campaign begins with first training session

The campaign officially gets under way when the men’s team return to training on 9 July. From then on, the new slogan will not only adorn the Volkswagen Arena and its immediate surroundings but will also take pride of place on all VfL’s media and communication channels, marking the start of new beginnings, collaborations and a new season with a clear approach.

The Wolfsburg way

Visually, VfL Wolfsburg are starting afresh with their latest campaign, which expresses self-confidence, edginess and clarity. The new look deliberately creates contrasts, dispenses with unpredictability and aims to create a striking profile. “We’re convinced that a design also needs an idea for it to be effective,” said Frederik Hofmann, CCO and one of the co-owners of Motor Kommunikation, along with company CEO Volker Jensen. “VfL’s new appearance clearly symbolises an attitude. Wolfsburg is proud and self-confident, a club with an edge to it, and this is reflected in the design of the new campaign.”

Berlin-based creative company Motor Kommunikation has been the lead agency for brand communication since April 2024. It has since created the campaign for the current season, designs for the jersey launch as well as initiatives and assets for special matchdays involving the men’s and women’s first teams.

Community helps shape new look

The new campaign was presented to the club’s fan council several months ago. Adjustments were made based on the feedback the club received. These alterations are brought to life in the colour scheme in particular – classic colours of light green, white and dark green, which are popular among the fans, were deliberately integrated into the visual concept and reinterpreted with contemporary graphic elements.