FC St. Pauli and PUMA have entered into a long-term partnership. From the 2024/25 season, PUMA will provide football kits for both the professional team and the youth teams. Meanwhile, 11teamsports will continue as the sole refinement partner.
Sustainability stands at the core of this partnership between PUMA and FC St. Pauli. Both entities will manufacture jerseys and training wear from recycled fabrics. Through this circular approach, they aim to pioneer standards in reusing materials multiple times, optimising resource conservation.
Additionally, St. Pauli's in-house brand, DIIY, with its history of sustainable sportswear, will remain active for special events and campaigns, occasionally in conjunction with PUMA.
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"FC St. Pauli views the collaboration with PUMA as a gateway to greater visibility, increased partnership ventures, and strengthened financial stability, courtesy of aligning with an internationally acclaimed brand. "Without a substantial ally, our forward-thinking sustainable objectives would either have been unattainable or pursued at significant business peril," elucidates FCSP's President, Oke Göttlich. Historically, FC St. Pauli has endeavoured to introduce innovations prompted by DIIY to the general populace. Such an initiative demanded considerable resources in technology and manpower to further their sustainable pursuits. Thanks to PUMA, the club can promptly elevate its sustainability metrics, benefitting from PUMA's extensive experience and organisational scale, with a promise of future advancements.
Sustainability is just one facet of this partnership. "PUMA's endorsement of steadfast athletes and their commitment to principles like Good Governance, Diversity, and Integrity, as embodied in the 'Charter of Diversity', epitomises the ethos of our impending collaboration, adhering to our maxim, 'Not perfect but better'. PUMA's track record of challenging sports industry norms with ingenious concepts resonates deeply with our values. There are already preliminary thoughts on infusing the partnership with cultural and sporting narratives," Geisthardt remarks.
Elaborating further, Martin Geisthardt, the Marketing Chief at Kiezclub, states, "Our alliance with PUMA fortifies our commitment to a greener business model, enriched by their profound expertise and zeal. PUMA's extensive network offers a platform to champion the narrative of eco-friendly sports apparel on a global scale." Additionally, PUMA intends to shift a significant portion of the FCSP gear production to Europe, leveraging the infrastructure and proficiency fostered by FCSP's merchandising efforts, notably the DIIY brand. "Our gratitude goes out to PUMA for their unwavering trust, and we eagerly anticipate our joint future," Geisthardt conveys.
Echoing this sentiment, PUMA's CEO, Arne Freundt, asserts, "FC St. Pauli stands out as a dynamic entity in Germany's football landscape. Their distinct culture, commendable societal commitments, and fervent fanbase render them exceptional. We perceive a harmonious alignment between our organizational cultures. Our aspirations are centred on a lasting alliance with the Kiezkickers, fostering numerous triumphant milestones together."
