The FC Bayern jersey is far more than just a piece of sporting clothing. It is an identity, a cultural asset and an economic factor all in one. At SPOBIS, Jan-Christian Dreesen and Adidas CEO Björn Gulden gave a remarkably open insight into the philosophy behind the much-discussed designs – and at the same time announced a clear return to classic values
For FC Bayern, the jersey is a central component of its own DNA. CEO Jan-Christian Dreesen made it clear how closely the club and supplier have been linked for decades. „We’ve been together for 60 years and I think it’s completely undisputed that we are an important brand for Adidas, but vice versa, Adidas is also an important brand for us,“ explained Dreesen at the SPOBIS sports business event. The view of the jersey itself is correspondingly emotional: „I can’t really imagine the jersey without the three stripes.“
For many fans, it is the colors and their composition that create identity. The Bayern jersey stands for home, success and recognition – values that cannot be changed at will. At the same time, however, FC Bayern is aware that a jersey cannot consist of nostalgia alone
The constant balancing act between tradition and innovation
Dreesen openly described the inner conflict with every new collection. „From a designer’s point of view, something new has to be created every year, of course,“ said the Bayern boss, pointing out that not just one jersey is designed, but several jerseys per season. The core question is always the same: „How can we combine tradition and what some fans see as identifying factors – namely the color and the composition of the colors – with small new impulses?“
Dreesen did not hide the fact that economic aspects play a role in this. „We also want to sell jerseys,“ he made clear. If every jersey looked the same year after year, this would not be a viable model for either Adidas or FC Bayern
When criticism boosts sales
Adidas CEO Björn Gulden went one step further and spoke openly about the mechanisms behind public debates. „It’s funny at first: the more criticism you get for a jersey, especially the second or third, the more you sell,“ explained Gulden. He cited the pink Germany jersey at the European Championships as a striking example: „That was a disaster. We reordered it a hundred times.“
For Gulden, this is not a contradiction, but part of modern jersey culture. Often, the hard core of fans initially rejects new designs, while the extended fan base seeks precisely this conspicuousness. Attention thus becomes a decisive factor in the market
According to Dreesen, another key factor is the changing consumer behaviour of younger target groups. „Young people in particular want the new colors, they also want more attention,“ said the CEO. For this generation, the jersey is no longer just fan clothing, but a fashion statement. Clothing works differently today than it did ten or twenty years ago – and clubs and suppliers have to react to this
„But next year, Bayern will be very classic.“
Despite all the experiments, FC Bayern is not losing sight of its roots. Gulden summed up the design strategy in a simple formula: „You need two classics and one risky one.“ This is precisely why the Adidas boss gave the all-clear for traditionalists. When asked, he clarified: „But next year, Bayern will be very classic.“
A statement that should reassure many fans. After eye-catching away jerseys and controversial designs, the upcoming Bayern jersey will once again draw more strongly on the record champions‘ classic self-image – without giving up their fundamental openness to new ideas
In the end, it becomes clear that the Bayern jersey remains a mirror of its time, between tradition and trend, between criticism and buying frenzy – and precisely for this reason, a topic that accompanies FC Bayern year after year.