No More In-House Kits - FC St. Pauli Sign Puma Kit Deal
Oct 25, 2023, by Chris
Update: St. Pauli officially announced that they have signed a deal with Puma, who return after 24 years. In addition, 11teamsports will remain the exclusive finishing partner - it remains to be seen if St. Pauli will get 100% bespoke kits from Puma.
The partnership between FC St. Pauli and Puma places a significant emphasis on sustainability. The St Pauli 2024-2025 kits and training attire will be made from recycled fabrics, showcasing their commitment towards circularity and a circular economy.
FC St. Pauli's brand, DIIY, will continue to exist for special occasions and promotional events, often in partnership with Puma.
FCSP President Oke Göttlich highlighted the significance of this partnership, stating, "For FC St. Pauli, the collaboration with Puma brings heightened visibility, expanded collaborative opportunities, and enhanced economic stability through a globally recognized brand. Our ambitious sustainability goals would have remained unattainable without a major partner, or would have necessitated substantial entrepreneurial risks."
Notably, PUMA are also relocating a substantial portion of FC St. Pauli's outfit production to Europe [Turkey and a new factory in Portugal], benefiting from structures and expertise developed through FCSP merchandising and DIIY.
St. Pauli Puma Kit Deal - Key Facts
- St. Pauli have signed a deal with Puma for 2024-2025 season and beyond - no length announced
- DIIY, FC St. Pauli's brand, will continue to exist for special occasions, possibly special kits
- The kits and training attire will be made from recycled fabrics
- Puma pay almost 2 million Euro/year
- Puma are relocating a substantial portion of FC St. Pauli's outfit production to Europe
21 October 2023: No More In-House Kits - FC St. Pauli to Sign Puma Kit Deal
FC St. Pauli and PUMA join forces in a long-term partnership, emphasizing sustainability and shared values. This collaboration sets new standards with recycled fabrics and circular economy principles while strengthening FC St. Pauli's commitment to a sustainable future.
Older fans of FC St. Pauli may fondly recall the club's history with Puma jerseys, last worn from 1997 to 2000 and previously from 1988 to 1990. Now it has been confirmed by Gol de Sergio that St. Pauli are going to return to Puma, after Bild first spread rumors it.
Since 2021, St. Pauli's players have sported the club's own brand, DiiY, with remarkable success. The absence of an official outfitter contract has been balanced by the significant sales of these beloved jerseys.
Puma St. Pauli Kit Deal
The new Puma St. Pauli kit deal is set to be on Puma's second level, below the top teams but with the same importance as other popular teams like Lens, Fenerbahce, and PSV Eindhoven. This means St. Pauli will get custom kits, which will be available to buy in the whole of Europe, and possibly even outside of Europe.
Puma, in partnership with soccer outfitter 11teamsport, have been associated with the Kiez club since 2020. Furthermore, St. Pauli have been offering an exclusive Future Z 1.4 soccer shoe.
As with their own brand, St. Pauli remain committed to one crucial aspect - sustainability. St. Pauli manager Bernd von Geldern emphasizes the importance of sustainability in their decision-making process. It remains to be seen if Puma will release particularly sustainable kits for the club.
Check out classic St. Pauli kits on Football Kit Archive
Do you like St. Pauli are returning to Puma jerseys? Comment below.
Bayern München 27-28 Away Kit New Prediction
Based on the leaked information, the kit designer JMFK have created the another prediction of the Adidas FC Bayern München 2027-2028 away kit. Please note that this design remains highly speculative.
No More Volt: Reebok Santa Cruz 26-27 Third Kit Released
Brazilian club Santa Cruz FC and Reebok have officially unveiled the team's new third kit for the 26-27 season. Titled "A Profecia de 57", the special-edition release celebrates two defining moments in the club's history: the 1957 anthem written by Capiba that coined the nickname "O Terror do Nordeste", and the 2016 Copa do Nordeste title that fulfilled the prophecy ten years ago.
The Reebok Santa Cruz 26-27 third jersey introduces an elegant black and gold design. Across the black base, intricate golden fractured lines trace the geographical outline of Brazil's Northeast region. The front of the shirt features Santa Cruz's classic interlocking SCFC monogram badge rendered in metallic gold, mirrored by Reebok's vector logo on the opposite side. A sharp v-neck collar with gold trim and matching sleeve cuffs complete the look.
Subtle commemorative emblems highlighting "A Profecia de 57" and "O Terror do Nordeste" decorate the release alongside gold numbering on the reverse. Matching black shorts and socks with gold accents complete the new Santa Cruz third uniform.
Club Africain 26-27 Third Kit Released
Following the unveiling of their home kit earlier two weeks ago, Tunisian giants Club Africain and technical sponsor Kelme have officially launched the club's new third kit for the 26-27 campaign.
The Kelme Club Africain 26-27 third jersey delivers a sleek and stealthy design, featuring a black base elevated by an intricate tonal graphic pattern with calligraphic undertones across the front and sleeves. Strong contrast comes via the classic fold-over collar, styled in red with thin white tipping, matched by solid red sleeve cuffs. Below the rear collar, the shirt includes the club motto "Beyond the last breath" stamped in red.
The shirt is finished with white details for the Kelme paw logo and front sponsor Ooredoo, sitting alongside the traditional red and white Club Africain crest. Matching black shorts and socks complete the full look for the Tunisian side.
Adidas Marseille 27-28
No more Puma - the return of the Three Stripes. More about the Marseille 27-28 kits very soon on Footy Headlines (and already on Kit Creator).
Boca Juniors Tribute: Sint-Truiden 26-27 European Kit Released
Belgian Pro League club Sint-Truidense VV has officially unveiled its new European kit for the 26-27 season, produced by regional brand Olympic. The special strip was revealed during the premiere of the club documentary 'Expeditie Kanarie: de weg naar Europa' at CC De Bogaard, celebrating STVV's historic first qualification for the main stages of European competition in club history.
The Olympic Sint-Truiden 26-27 European jersey draws heavy inspiration from Boca Juniors while paying tribute to the club's iconic late-1980s 'BT-shirt'. It features a royal blue base highlighted by a bold yellow horizontal chest band that accommodates the Maruhan sponsor logo. The STVV crest and Olympic branding are centered neatly above the chest stripe, complemented by yellow trim along the V-neck collar and sleeve cuffs. Matching blue shorts and yellow socks complete the look.
Sint-Truiden will wear the new kit throughout their 26-27 UEFA Conference League league phase campaign, where their fixtures include matchups against Ajax, Hajduk Split, SK Brann, FC Midtjylland, FC Lugano, and FC Iberia 1999 Tbilisi.