DKMS, the German Bone Marrow Donor File, works in the fields of blood cancer and haematopoietic stem cell transplantation. Due to the high laboratory costs for the analysis of each sample, the charity considered it essential to receive more samples from its main target group: young, active men. However, these individuals had been rather tough to recruit. Following the motto “Fighting blood cancer by turning a cotton swab into hype”, DKMS therefore teamed up with the professional footballer Jérôme Boateng and turned the registration set into a stylish limited edition. It created a hype on social and football-related media and was out of stock within days.