About You partnered with the basketball star Dennis Schröder for its first international male brand called SINNED. The brand launched across all 26 European online stores for the Autumn/Winter season. The collaboration reflects not only his athletic achievements but also his strong interest in fashion and styling. Schröder and his wife were closely involved in designing and curating the pieces. The collection includes 26 styles, ranging from streetwear essentials to statement outerwear and knitwear. Some items are also available in matching versions for children, highlighting the importance of family in Schröder’s life. SINNED is based on Dennis spelled backwards. And that's exactly why the commercial ran backwards.