FC St. Pauli is more than a football club. The Millerntor Stadium isn’t a closed arena, there are links between the district and the stadium, here weeds grow beside executive boxes. The district and the club stand for an attitude to life - a creative space in which diverse people are brought together. Similarly Hummel is a creative, charismatic brand rich in tradition. It was established in 1923 in Hamburg and became the market leader in handball before supplying football kit to the Danish and French national teams as well as Real Madrid.
The new FC St. Pauli kit had not only to fulfill Hummel’s exacting demands for quality and functionality; both sides were aiming to make something really special. Something that reflected their common ground and their passion for sport and social engagement. The process of developing the kit began as early as October 2013 with the identification of shared values.
Marc-Nicolai Pfeifer, Teamsport Manager for Hummel Germany: "Firstly we wanted to get to know our partner better, return to the roots, identify our common DNA and speak to everyone involved – we brought together people from the areas of products, communications, sports, players, marketers, designers and market strategists.“
"Even before we’d signed the contract both partners had a deepening understanding of each other, in particular though numerous meetings with employees from both sides. Players and members of the training team also had a say."
Josip Grbavac, Marketing Manager for FC St. Pauli: "Hummel took their time and really listened to us. Jason Lee who designed the kit walked with us around the district and talked to people, watched a number of videos and took in everything we showed him. So a rapport developed. That is reflected in the kit.“
Jason Lee, Chief Teamsport Designer for Hummel Germany: "Our work with FC St. Pauli was really creative. The inspiration for the kit was the theme 'district heroes'. The social component is central to both brands. It was immediately clear to us that the kit should be more than a uniform. It should reflect the district heroes’ attitude to life - of 'hidden heroes' who do what they do without shouting about it.“
Available to buy directly from the St Pauli Fan Shop.