The Night FC St. Pauli

Under Armour continues to break ground in the footballing world.  Today was no exception with the announcement of their partnership with German club side FC St. Pauli.  Beginning in 2016, Under Armour will be the exclusive outfitter for the cult Hamburg-based club.  The announcement was made at Under Armour’s new Munich office by CEO and Founder Kevin Plank, their President of International Charlie Maurath and FC St. Pauli’s president Oke Goettlich.  The new kits will be for the 2016-17 season.

“FC St. Pauli and Under Armour share the belief that culture and passion are the most important characteristics of a brand, and the foundation for any great performance” said Maurath. “The club’s cultural significance extends beyond the pitch and so will our partnership. We’ll provide the club’s senior team and youth academy with innovative and bold kit designs and we will work with the club and its supporters on initiatives that aim to make a positive contribution in the local community.”

FC St. Pauli is considered a cult club who has always been on the cutting edge of social activism, street culture, and overall bond with its supporters and the city of Hamburg.  In sneaker culture, FC St. Pauli has had some memorable collaborations with Nike and Hummel.  The club has always been looking for ways to make an impact and signing with Under Armour just seems like a natural fit.

“With Under Armour we have been able to partner with a strong and rapidly growing brand. We are proud and excited about the fact that the partnership will go way beyond a typical kit-supplier sponsorship. The FC St. Pauli and Under Armour both like to do things differently then the competition and challenge the way things are. Together we will be able drive success on the pitch and in our communities through passion and innovation,” said Oke Goettlich.

Under Armour is making a strong push into Europe and has its eyes targeted on a major German Bundesliga side soon.  Amongst the clubs that Under Armour supplies are Tottenham Hotspur, Colo-Colo, and São Paulo.  For FC St. Pauli this season’s kit is the final one with Danish sportswear brand Hummel.  This season’s kit has gotten rave reviews.  Do you think Under Armour can top some of the club’s legendary kits?  What do you think, let us know in the comments section.