schwarzer beton

In 2023, within our internal roles at Hertha BSC, we didn’t approach hip-hop as a campaign but as a cultural stance. Instead of relying on established names, we deliberately involved artists from the niche—people who were intrinsically connected to the club and who authentically stood in the stadium.This created a genuine connection between the club and subculture, making Hertha more approachable, progressive, and culturally connected.