TLL Staff
A bold collection inspired by artist Frida Kahlo and Germany’s national women’s football team has been launched under the unifying slogan ‘We are all Frida’.
The collaboration celebrates the spirit of empowerment, individuality and resilience; qualities long associated with both Kahlo and the DFB Women’s team.
This new collection blends the worlds of art and sport ahead of this summer’s UEFA Women’s EURO 2025 championship.
Bavaria Media Licensing (BML) announced the exclusive partnership between the global e-commerce platform Spreadshirt and sports merchandise leader Fanatics. The agreement was also facilitated by Art Ask Agency, the master agents for Frida Kahlo in the European Union and the UK.
The collaboration centers on a limited-edition merchandise collection inspired by both the German Football Association (DFB) Women’s National Team and the iconic Mexican artist Frida Kahlo.
The merchandise line includes a wide range of products, such as sports shirts, T-shirts, hoodies, leggings, water bottles, mugs, caps, and bags. The designs aim to reflect both athletic excellence and artistic expression, appealing to football fans and admirers of Frida Kahlo alike.
Bridging Culture and Competition
Frida Kahlo, widely regarded for her bold artistic vision and as an enduring symbolism of strength, is being positioned in this campaign as a cultural icon whose values align with those of today’s elite female athletes.
“By uniting the DFB Women’s Team, Frida Kahlo and our partner Spreadshirt, we’ve launched a truly standout collaboration,” said Luisa Kleinschmidt, Senior Sales Manager at BML. “This fusion of art and sport celebrates diversity, creativity, and empowerment.”
Fanatics, the DFB’s official licensing partner, is overseeing production and distribution.
“We are delighted to work with BML, the Frida Kahlo brand, and Spreadshirt to produce an iconic collection,” said Dr. Armand Farsi, General Manager Germany at Fanatics. “We always aim to provide DFB fans with fresh, meaningful ways to support their team.”
Expo: Revolutionizing Brand Management with JPatton and Direct Licensing Hub
The initiative is facilitated by BML, a prominent licensing agency representing both the Frida Kahlo brand in Germany, and the DFB Women’s National Team. Spreadshirt, part of the global Spread Group, is handling e-commerce fulfillment and personalization of the merchandise.
Markus Grindel, Director of Licensing at Spreadshirt, emphasized the cultural synergy: “Frida Kahlo and the DFB Women’s Team represent strength and the courage to break new ground. With this collection, we aim to fuse athleticism with artistry.”
The collaboration has also drawn praise from the Frida Kahlo Corporation. “To see Frida’s spirit reflected in the DFB Women’s National Team is deeply moving,” said Beatriz Alvarado, Head of International Affairs. “This collaboration is an invitation to celebrate who we are and stand tall in our uniqueness.”
The exclusive fan collection will be available in time for the UEFA Women’s EURO 2025, taking place in July. With Germany’s national team among the tournament contenders, the campaign seeks to rally support while promoting a broader message of empowerment and inclusion.
Through this partnership, organizers hope to elevate both women’s sports and artistic legacy on a global stage, reinforcing the message that individuality, resilience, and unity remain at the heart of competition and culture alike.
Expo: Broad Street Helping Brands Navigate Troubled Economic Waters