FC St. Pauli

This season's designs are something special – the new shirts are not only functional, they're also an art project. The design comprises more symbols and icons than ever before in the form of stickers of the type used for decades by fans in the ground and the district as an expression of their love for the team and the attitude of the club. On closer inspection, the graphics depict local fan culture in its myriad forms. Hearts, the skull and crossbones, punk rock, rainbow flags, anchors, footballs and other motifs bring to paper and material what fans and players carry in their hearts – diversity, tolerance, courage, perseverance, fighting spirit, a sense of community and innovation. The 16 symbols developed by Under Armour in close cooperation with the club project the values of the club for all to see.

"When we visited FC St. Pauli for the first time in Hamburg, the stickers all over the stadium and even the city really caught our eye," said Karen Patterson (Senior Design Manager Apparel – Global Football at Under Armour. "We loved the idea of fans communicating this way and wanted to embrace this closeness and directness in the new shirt design while capturing the St. Pauli spirit in the material, so to speak. At the same time, the stickering symbolises a certain underdog attitude and combativeness that define the style of the club's football and mentality – and now the look, too."

The new shirts stand out from other football tops not only on account of their unusual design. The clean silhouette conveys a modern and practical look. The unassuming cut, unostentatious collar and classic black-and-white colour scheme embodied by the design reflect the down-to-earthness of the club without forgoing a playful element that picks up on the urban flair of the legendary local district.

"We're so happy to be able to play in shirts bearing symbols that stand for our club and we identify with," said Bernd von Geldern (head of FC St. Pauli Merchandising GmbH). "The new design pays homage to everyone who represents the values of the club."

The crucial role played by the fans for the club will also enter a new dimension inside the ground. Under Armour and FC St. Pauli are inviting all fans to come to the pre-season open day on Sunday, 21 July, and redesign the dressing room in the presence of the coaching staff and the team from 1300 CET. Inspired by the sticker culture and the design of the new away shirt, fans will be given the opportunity to immortalise themselves with one of the 16 UA shirt stickers and a personal message in the inner sanctum of the stadium. 

"We think it was a fantastic idea of Under Armour to take the sticker cult from the stands to the dressing room," said midfielder Marvin Knoll. "The deep affinity of the fans for the club is what drives us on and makes sure we are always motivated when we run out onto the pitch."

The new cup shirt also combines a design concept with messaging and innovative textile technologies. In classic black with rainbow highlighting above the chest, the new design is a celebration of diversity, mutual respect and openness.

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The new FC St. Pauli shirts are made from Under Armour HeatGear® material. Weighing in at around 100 grams or so, the shirts are incredibly light and come with Under Armour's signature Moisture Transport System that wicks sweat away from the skin to keep the wearer cool and dry. Four-way stretch material makes for greater mobility in any direction. The lightweight material also dries very quickly. Mesh vents are built into the shirts at key points where the body releases the most heat, creating an optimum cooling effect even in the most exacting weather conditions.

Photos: Under Armour