Oberursel, April 2018 – In the new advertising visual, Mats Hummels, ambassador of the Swiss luxury watch brand and in Germany also the face of TAG Heuer’s partnership with the DFL – Deutsche Fußball Liga, is demonstrating the mental determination that stops him from cracking under pressure.

Mats Hummels is without a doubt one of the strongest central defenders in the Bundesliga. His mental strength, tremendous determination and tactical precision on the pitch are also the reasons why TAG Heuer asked him to join its dream team of ambassadors in 2016.

Concentrating his gaze and entirely in the moment, he is firmly focused on giving his best performance on the pitch. True to the motto #DontCrackUnderPressure, celebrity photographer Michael Munique has portrayed Mats Hummels in a new light in a Munich photo studio. Michael Munique, who has plenty of experience in photographing major athletes, has portrayed Mats Hummels perfectly, skilfully showing how the footballer’s mental strength enables him to resolutely withstand any kind of pressure.

The new visual will be integrated in the coming months by TAG Heuer both in online and print media, as well as in out-of-home advertising. The brand is focusing on a 360-degree communication approach.

Mats Hummels:The photo shoot was a lot of fun as always and I really like the final campaign visual! For every professional sportsperson, the locker room symbolises a highly emotionally charged place of stress and concentration before a competition. This tension-filled space is therefore the perfect backdrop for the TAG Heuer slogan #DontCrackUnderPressure.”

Speaking about the partnership, Jean-Claude Biver, CEO of TAG Heuer and President of LVMH’s watch division, added: “Mats is a footballer who sets the tone through his mindset and charisma. His calmness when in control of the ball and the confidence he radiates, even in high-pressure situations, make him the perfect embodiment of our #DontCrackUnderPressure slogan. We are delighted to have him on our team.”

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