Creative Soccer Culture

Closer Look | hummel FC St. Pauli Home

We get our hands on the debut hummel kit for rebellious football club FC St. Pauli, to put it through the soccerbible studio and see what the German brand have on offer.

Dropping in a classic brown and white FC St. Pauli colourway, hummels first crack as their official kit supplier seems like a relatively simple affair at first glance but the shirt has been many hidden features to reflect the rebellious nature of the club. These include partially hidden stars under the collar of the shirt, the skulls and a glow in the dark effect that is said to be for delinquents and night owls. A black collar, black sleeve cuffs and classic hummel white chevrons on the sleeves finish off the shirt which is complemented by brown shorts and socks with a white trim.

Of the kit, Josip Grbava, Marketing manager for FC St. Pauli said "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 too in everything we showed him. So a rapport developed. That is reflected in the kit."

"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 the kit should be more than a uniform." added Jason Lee, Chief Teamsport Designer for hummel.

What do you think of the new design from hummel? Let us know in the comments below. 


The Creative Soccer Culture Brief

Sign up to our newsletter and we'll keep you in the loop with everything good going on in the world of Creative Soccer Culture.