TAMARIS BECOMES A PARTNER OF THE HELENE FISCHER 360° STADIUM TOUR
When Helene Fischer enchants stadium audiences, Tamaris makes the moment perfect: in 2026, Europe’s leading women’s footwear brand will become a partner of one of the most spectacular concert tours of the year. To mark her 20th anniversary on stage, Live Nation is organizing an extraordinary 360° stadium tour for Helene Fischer from June 10 to July 17, 2026, featuring 15 concerts. Nine German cities as well as Vienna and Zurich are on the tour itinerary.
With this tour, the exceptional artist is fulfilling a long-held dream: to be as close as possible to her audience – from every perspective. To achieve this, a 360° stage will be set up in the center of the stadiums, connected via catwalks to four satellite stages. This way, the entire pitch will be transformed into a show area.
The fact that the popular footwear brand is partnering with the tour reflects its ambition to support outstanding cultural events that touch people emotionally. At the heart of this commitment are values such as confidence, quality, emotion and style, which appeal to a broad audience. “Today, brands don’t grow solely through products and performance, but also through excitement, a sense of belonging and the courage to spark emotions,” explains Cathleen Burghardt, Head of Marketing at Tamaris.
“The special anniversary of this tour provides the perfect setting to offer our target audience impressive experiences. In line with our brand motto ‘Perfect for you in every moment’, we want to create memories that stay in people’s hearts for a long time.”
Digital presence and emotional brand loyalty
For this activation, Tamaris is clearly focusing on digital channels: social media, targeted online campaigns and interactive formats will allow fans to experience the tour up close – from the anticipation beforehand to lasting memories afterwards. The goal is to translate the resulting brand awareness into brick-and-mortar retail and thereby strengthen the connection between D2C activities and retail partners.
“This partnership with a very special artist and the unique 360° live concept gives us the opportunity to reach a highly engaged audience at what is likely to be their most emotional moment of the year,” says Jens Beining, Managing Partner of Wortmann Schuh-Holding KG and CEO of Tamaris. “Today, consumers expect more than good products – they are looking for a deeper connection with the brand, inspired by authentic experiences that entertain and move them. By being part of this anniversary tour, we are creating exactly these kinds of moments and a bond that will last far beyond the concert night itself.”
Photo credit: Sebastian Balz
From left to right: Marek Lieberberg (Managing Director, Live Nation), Cathleen Burghardt (Head of Marketing, Tamaris), Helene Fischer and Jens Beining (Managing Partner and CEO, Wortmann Schuh-Holding KG) at the press conference in Munich on November 12, where the partnership was announced.