St. Pauli Under Armour Kit Launch : Events : Soccer Bible

Launching the 16/17 kits and well and truly bringing a stylised show to the surroundings, Under Armour kicked off the party with St. Pauli packing plenty of flavour.

A club like St. Pauli is a beautiful celebration of football culture all over - so rich in a heritage of open minded appreciation for people in some ways hitting that sweet spot of acceptance could be a real challenge. Well and truly weaving themselves within the spirit of the club and its character though, Under Armour have shown a statement of understanding intent as they took to the Millerntor Stadion to launch the kits for the forthcoming season.



'Welcome Hell. I Will' forms the basis of the overall collaborative campaign. The brand worked with the club to give the players tunnel a beautifully intense makeover. Sewing that into the seams of the kits too, each will turn heads as meeting of mind that blends sports performance and passionate support together with strength.



A launch that started in the stadium with representatives from both the club and brand outlining a shared vision for the future, it went on to nearby rooftops and rock and roll hangouts, on point perhaps sells it short. Beer pong at a kit launch, we have ourselves a winner.