Eugen Merher is a German student who shoot a commercial about a retired sportsman, which aims to show the strength of spirit and desire of freedom and victory. The inspiration to making the ad Eugen received from his relative named Karl, which is also the name of the main character. The future director sent the video to the company of Adidas, but received a denial of supporting this project. Adidas explained that they had been cooperating only with professional advertising companies. Although after the video went viral, several representatives of the company yet contacted Eugen and offered cooperation.