In a new marketing campaign that ironizes the hyper-knowledge owned and shared by its staff on the sales floor, Intersport Germany celebrates the re-opening of its retail partners’ stores after a long lockdown. The “Überwissen” (= something like “superior knowledge”) video directed by Pat Boriello shows the origin of a rather profane metal nozzle on a shoe lace from the extraction of the ore to the end product on the shoe, narrated with a dramatic voice. In this funny and self-mocking way, Intersport wants to make the point that customers need: inspiration and experience, the right product, individual advice, a love for detail and the right service. In total, Intersport’s German stores had to stay closed for around nine months in the wake of the Covid-19 pandemic. Along with the “Überwissen” campaign, the motto “Don’t just get advice, get inspired” is implemented in a broader campaign that is also played in a social media format on Intersport’s digital channels.