Launching the 2016/17 kits while bringing a stylised show to the surroundings, Under Armour kicked off their party with St. Pauli with an event that packed plenty of flavour.
Well and truly weaving themselves within the spirit of the club and its character, Under Armour have shown a statement of understanding intent as they took to the Millerntor Stadion to launch the St. Pauli 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, it went on to nearby rooftops and rock and roll hangout. Beer pong at a kit launch, we have ourselves a winner.
Photography by Tim Adorf for SoccerBible.