Under Armour and St. Pauli presented the 2018/19 home kit

In football, there are some clubs that can be considered as “cult” and one of these has to be St. Pauli. The German club, that is currently in the 2.Bundesliga, has been always been recognized as a social-oriented club, always lined up towards justice, equality and close to the local community’s problems and needs. Last year, we questioned ourselves about the relationship between St. Pauli and Under Armour, the American pro-Trump brand that seemed to collide with the German club’s identity. The partnership, though, seems to work, as St. Pauli and Under Armour have just presented together with the new home shirt for the 2018/19 season.

And it’s meaningful that the central symbol of the new home kit is a rainbow that, quoting the exact words of the club, represents how “neither Under Armour nor FC St. Pauli are interested in a person's skin color, ethnic origin, sex, or sexual orientation”. Also, the kit has been presented in the American headquarter of the brand in Baltimore, during a training session with the Soccer Without Borders association, that wants to use football as a tool of social inclusion. The message, other than being represented by a thing rainbow behind the necklace, is also declared by the “Football has no gender” writing, placed in the home kit’s necklace and the training kit’s back. So, an important statement, especially from Under Armour, that could mark an inversion in the brand’s communication.

Back to more football-related matters, the kit features the three main colors of St. Pauli: brown, white, and red. The shirt is made with Under Armour HeatGear material and features two horizontal stripes, a red one and a white one, with the club’s crest in the middle. UA branding and the jersey sponsor complete the shirt, that will be worn with brown shorts and socks with white and red details.

The new home shirt will be available for purchase at all FC St. Pauli stores, on www.ua.com and from select retail partners.