Cult German football club FC St. Pauli give fans a unique 3 second preview of their new 2014/15 hummel kits.

A few weeks prior to its official launch, a select group of FC St. Pauli fans were treated to a special preview of their new hummel kits for the 2014/15 season at the club's Millernator Stadium. Over 1400 fans applied through FC St. Pauli's website to become one of the first to get a sneak peak at the new threads with just 50 making it through.

In an unusual twist each fan was taken into the FC St. Pauli dressing room and were allowed to look through a small slit in one of the lockers and saw the kit for exactly three seconds. The eyewitnesses were then filmed describing the kit and the video quotes, along with fan photos were distributed among the press and social media, quickly sending the buzz viral and making the new strip the talk of the town. The players then officially launched all three kits mid June. 

hummel has partnered FC St. pauli, who play in Germany's second tier and have a huge cult following thanks to their alternative image, since 2012 supplying the club with various sports apparel but this is the first of an initial two-season contract, that the brand will also be supplying the clubs kit. It would be hard to find two brands more suited to each other, both are German, both like to do things a bit differently and both place great value on tradition and character.