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.
No More Stanno: Capelli Barnet 26-27 Home & Away Kits Released
English club Barnet FC have officially unveiled their new home and away kits for the 26-27 season. Made by official outfitter Capelli Sport, the launch follows a short teaser campaign by the club earlier in the week.
The new Capelli Sport Barnet 26-27 home and away shirts feature custom designs for the upcoming campaign. Following the official reveal on July 18, 2026, both kits were made available for supporters to buy right away.
Fans looking to purchase the new Barnet FC 26-27 home and away kits can find them currently in stock at the club's physical store as well as through their official online shop.
Aliağa FK 26-27 Kits Released
Turkish TFF 2. Lig side Aliağa FK have officially unveiled their new Adidas kits for the 26-27 season. The new jerseys were revealed across the club's social media channels ahead of their upcoming league campaign.
Made by Adidas, the new Aliağa FK 26-27 shirts are based on the brand's teamwear templates but are customized to match the club's identity. The collection features jerseys in the team's traditional yellow, black, and white colors, offering a clean and modern look that highlights the club crest and embodies the team's fighting spirit.
The Aliağa FK 26-27 kits will be worn throughout the upcoming TFF 2. Lig season as the team competes in the Turkish third tier.
FC Lorient 26-27 Home Kit Released
The new FC Lorient 26-27 home kit was officially released today by Joma. It will be worn in the upcoming French football campaign and follows the launch of the club's white and black Breton-inspired away kit that debuted earlier in July.
The Joma FC Lorient 26-27 home shirt introduces a design that stays true to the club's identity. While the design itself is traditional, the release has sparked some debate online due to noticeable color differences between the promotional graphics on the Joma and Lorient websites and the physical kit images circulating on social media.
The FC Lorient 26-27 home kit is available to purchase through the club's official stores and Joma.
No More Mizuno: Reebok Hansa Rostock 26-27 Away Kit Revealed
Following the official launch of their historically inspired home shirt earlier this month, the new Hansa Rostock 26-27 away kit has now been revealed. Made by Reebok, the release is part of the sportswear brand's first-ever stint as a kit supplier for a German football club, having recently taken over the contract from Mizuno.
The new away kit provides a fresh alternative for the upcoming 3. Liga campaign, contrasting with the 26-27 home kit which features traditional blue and white vertical stripes inspired by the club's legendary 1993-94 design. The latest images showcase Reebok's distinctive approach, continuing to blend modern functional sportswear with a classic aesthetic.
Lech Poznań 26-27 Home & Away Kits to Be Designed by Wonderkitz
Current Polish champions Lech Poznań will wear home and away kits designed by Wonderkitz for the 26-27 season. Wonderkitz officially announced the collaboration, confirming that the new designs will be revealed soon. The club's official account also acknowledged the announcement, expressing excitement about creating new history in the upcoming shirts.
A teaser image was shared alongside the news to build anticipation for the final release. This partnership adds to Wonderkitz's growing presence in Polish football. The brand recently announced their design work on the Warta Poznań 26-27 home kit and is rumored to be collaborating with a total of five Ekstraklasa teams for the new campaign.
In-House UB Conquense 26-27 Kits Released
Spanish Segunda Federación club UB Conquense have unveiled their new kits for the 26-27 season. Notably, the team has opted to produce their uniforms entirely in-house rather than partnering with an external sportswear brand.
The release includes a full set of four distinct kits, giving the team plenty of options for their upcoming campaign in Spain's fourth tier. By manufacturing their own gear, UB Conquense maintains full creative control over their visual identity and kit designs for the 26-27 season.
What do you think of clubs producing their own kits without an external supplier? Drop a comment below with your thoughts on the new UB Conquense 26-27 in-house kits.
"All" Special Boots Spotted at the 2026 World Cup
The 2026 World Cup has provided a massive stage for the world's biggest sportswear brands to showcase their latest boot packs, but a closer look reveals a fascinating array of player-specific customizations. While retail versions of these boots are worn by the majority of players, high-resolution photography from the tournament has highlighted several special, heavily modified boots that differ significantly from what is available to the public.
Through close-up shots shared by boot enthusiast @bootsplug, we can see the intricate details and hidden modifications that often go unnoticed during regular match broadcasts. The close-up images reveal an impressive level of personalization. Players have taken to the pitch in boots featuring custom national flags, personalized text, and unique stitching patterns.
No More Puma: Patrick SGS Essen 26-27 Home & Away Kits Released
German club SGS Essen have officially unveiled their new home and away kits for the 26-27 season. The team will debut the new shirts in the 2. Frauen-Bundesliga, following their recent relegation from the top tier of women's football in Germany.
The SGS Essen 26-27 kits are made by Patrick, replacing previous kit supplier Puma. The launch was accompanied by a video showcase and a detailed look at the new designs through promotional photos, marking a fresh start for the club as they look to bounce back this season.
Real Madrid 26-27 Away Kit Spotted on Sale Ahead of Release
The Adidas Real Madrid 26-27 away kit has been spotted on sale prior to its official launch. Pictured by @zt4q_, the shirt is currently available to purchase at a JD Sports store in Riyadh, Saudi Arabia.
Official images of the Real Madrid 26-27 away kit leaked earlier in July, pointing to an expected release date of July 23. The Riyadh store has evidently placed the shirts on the racks a few days early, providing fans with an in-hand look at the retail product before Adidas' official announcement.