About You is a Hamburg-based e-commerce business specializing in personalized online shopping. Launched in 2014, it has become one of Europe's leading fashion e-commerce platforms, offering curated clothing, accessories, and footwear. Using AI-driven personalization, About You enhances fashion discovery while blending commerce with lifestyle content.
When the About You team decided to kick off their Christmas celebrations with an Urban Challenger game, they didn’t just show up—they brought the energy.
Starting straight from their Hamburg HQ, the teams were prepped, pumped, and ready to go. As their Game Host, I gave them a quick intro over video call and they were already in full competition mode. The moment I mentioned the current Hamburg high score, they fired back: "Not for long!"
Turns out, About You is as pet-friendly as it gets. Several players brought their dogs along, and one team fully embraced the theme, naming themselves the “Paw-some Hustlers.” These four-legged teammates even danced along for the "Perform with a Street Musician" challenge.
The teams dashed through Hamburg, conquering challenges in the historic Speicherstadt, but never just ticking boxes. They fully engaged with the city, sharing stories from street encounters and throwing in some wildly creative moves for the “Silly Walk” challenge. One specific crossover walk—tucking under the arm of the person next to you—became an unexpected Hamburg signature move.
The teams weren’t just playing; they were on a mission. With two teams smashing past 90 points and another two breaking the 100-point mark, it was an absolute thriller. But in the end, "The Winners" lived up to their name, scoring an epic 112 points—just three points shy of Hamburg’s all-time record!
After wrapping up the game, the feedback said it all: "We had so much fun, and your comments and guidance during the game, as well as the app experience, were absolutely fantastic! :) Really amazing!"
About You didn’t just play Urban Challenger; they owned it. Who’s next?
