It is known far outside the walls of Millerntor Stadium: FC St. Pauli is more than a football club, but deeply attached to a way of life, and special in the Bundesliga. The club’s culture is just as unparalleled as its history. It shapes Hamburg’s urban landscape, both metaphorically and literally speaking: All over the city, FC St. Pauli logos, fan emblems and stickers decorate walls, street signs and lampposts. St. Pauli is a club that embraces every idiosyncrasy of culture, and has since over the years turned the club into its own unique cultural mover and driver, unlike anything else in world football.
The design of the new Under Armour away kit brings that cultural spirit to life, a reflection of all the small eccentricities that make the club what it is today. A flood of stickers constitutes the kit’s main pattern – stickers, which for decades have been used as an expression of fan love and that special “St. Pauli” attitude. Stickers that adorn the team locker room, the entrance tunnels, fan walls and the club store are reflected in the jersey design.
Looking closely, the pattern unfolds into the core of the Hanseatic fan culture: hearts, jolly rogers, punk rock, rainbow flags, anchors, footballs, and other icons symbolize what fans and players carry in their hearts: diversity, tolerance, courage, persistence, fighting spirit, a sense of community and inclusion, modernity, and innovation. With a total of 16 sticker motifs – developed by Under Armour in close collaboration with the club – the new away kit celebrates the values of FC St. Pauli.
“When the design team first visited FC St. Pauli in Hamburg, we immediately noticed the large number of stickers in the stadium and throughout the whole city," said Karen Patterson, a senior design manager on Under Armour's Global Football team. "We loved the idea that the fans are using stickers as a means of communication, and wanted to pick up on this when developing the new jersey’s design, to capture St. Pauli’s spirit and put it out there for everyone to see. At the same time, the act of spreading stickers is characteristic of the underdog attitude and combativeness of the club – this mentality is now perfectly mirrored in the players’ kits.”
The new away kit stands out. Not only in terms of its pattern, but also because of its clean, modern and functional silhouette. Its simple cut, subtle collar and classic black-and-white colorway reflect FC St. Pauli’s down-to-earth attitude, while small playful elements take on the hip, urban flair of the legendary St. Pauli neighborhood.
The shared values of FC St. Pauli and Under Armour also manifest themselves in the new third kit: Its black color and classic rainbow highlight across the chest stands for diversity, mutual respect and openness. As World Pride month wrapped just a few weeks ago, the third kit is a reminder of the opportunity to support inclusion and openness in all walks of life, all year round; values FC St. Pauli have committed to throughout their history as a club.
All FC St. Pauli jerseys are made of Under Armour HeatGear® fabric. It is especially light, wicks sweat and dries extraordinarily fast. Underarm mesh panels deliver strategic ventilation, so that the players can rely on a dry and comfortable feeling, even in times of intense physical activity. Due to the innovative 4-way stretch construction, optimal mobility is guaranteed.