2024-01-18 22:46:32
Two of a club’s greatest assets are its history and its shirt. In 2024, these two icons will be united in the new uniform produced by New Balance for São Paulo Futebol Clube, launched this Thursday (18). The global sports brand was inspired by Tricolor’s rich trajectory in Brazilian and global football to develop the concept behind the unprecedented collection, which will dress men’s and women’s football teams from the youth categories to the main teams.
São Paulo will take to the field for the first time with the new uniform this Saturday (20), in the opening round of the Campeonato Paulista, against Santo André. The game will take place at MorumBIS. At the match, fans will be able to see the shirt created by New Balance live under the concept “Feeling that will never end”. The phrase, which has become a chant of its passionate fans and a motto of the club, will be present on the new shirt on the inside of the São Paulo badge, both on the main (home) and away (away) uniforms.
In home matches, São Paulo will play with its main (home) shirt, developed under the theme “Clube da Fé”. The shirt, which maintains its traditional and striking design with white as the predominant color, with the red, white and black stripes running horizontally, will pay homage to the essence of the Club and its gift of rebirth in moments of adversity and mistrust. About to complete 94 years of history, Tricolor overcame numerous barriers that made it stronger and made the club one of the biggest in the country, until it reached the point of being the only Brazilian team with three world titles.
This successful trajectory made São Paulo establish itself as the “Faith Club”, and “Where the coin falls on its feet”. These two phrases will be present on the club’s main shirt. The first will appear on the back of the uniform, close to the collar. The second will be stamped on a stamp on the front side, and will also display the number 1943, in reference to the year in which São Paulo became champions of São Paulo when few believed, and which gave rise to the story that in Tricolor the coin lands on its feet.
In the away uniform, New Balance will highlight the work done by São Paulo in its youth categories. Under the theme “The story begins here”, the iconic shirt with vertical red, white and black stripes highlights Tricolor’s project of excellence in revealing new stars for world football and, above all, in training people who have the ability to write new success stories in sport.
To mark this concept, the away shirt will bear the phrase “The story begins here” on its back, as well as a stamp with the inscription “Made in Cotia: athletes and citizens”. This second mention refers to the work of developing new talents at the Presidente Laudo Natel Athlete Training Center, in the city of Cotia, which became a mirror for other teams to follow the formula for developing young players.
“The partnership between New Balance and São Paulo Futebol Clube now begins in 2024 at a very happy moment, due to the fact that the club recently won the only title it was missing, which was the Copa do Brasil. We followed this moment with great joy, and we also observed all the enthusiasm of the fans with this great phase experienced by São Paulo on the pitch. Given this, we developed new uniforms for the club to honor this rich history of tradition and victories and also to reinforce the points of connection between the club and the global sports brand. Just as São Paulo does an excellent job in its youth categories, New Balance also believes strongly in the power of now to influence the tomorrow of the communities where it is involved”, said Leandro Moraes, brand director at New Balance.
“The concept presented by New Balance for this new São Paulo Futebol Clube collection is one that touches the hearts of those who are passionate about the club. This uniform expresses the history of this institution, which is one of the largest in Brazilian and world football. We believe that, with this shirt, we will be very successful. After all, São Paulo is the club of faith and that’s where the coin lands on its feet. Carrying this on our shirt every day will be very important, so that players and fans always keep this in mind and remember where we come from”, said Julio Casares, president of São Paulo.
New Balance’s 2024 collection for São Paulo will feature other items, such as goalkeeper shirts and travel and training uniforms – the latter already used by the men’s professional team since the start of pre-season this month. The kit will also feature something new, the pre-match shirt, a first in the club’s history and which will be used in warm-ups before matches.
New Balance also developed special shirts for fans, which will have an identical design to the uniforms used by the players, but with different fabrics. While the pieces for the matches will be made of polyester with super light elastane on the front and breathable mesh on the back, which provides greater breathability and lightness, and delivers more performance for high-performance athletes, the version for the fans will be 100% made of textured polyester.
The player version shirt (home and away) will be sold in the main São Paulo Futebol Clube and New Balance stores, as well as partner chains, for R$449.99. The men’s fan version will be priced at R$349.99, and the women’s and youth fan shirt will be sold for R$299.99.
The pre-sale of the shirts will begin this Thursday (18), on New Balance and São Paulo Futebol Clube e-commerce. General sales will begin this Saturday (20) on the same digital channels, and also in the brand’s and club’s physical stores. From Monday (22), the uniforms will also be available in the main sports retail chains.
Technical information
Player shirt (home and away)
- Price: R$ 449.99 (men)
- Fabric: mix of fabrics, front and sleeves in polyester with super light elastane, and back in mesh (super breathable holey fabric)
- Shell: 3D TPU
- Appliques: TPU 3D
- Technology: NB DRY (sweat absorption), UV protection, anti-bacteria control
- Sizes: XS to 2XL
Fan shirt (home and away)
- Price: R$ 349.99 (men) / R$ 299.99 (women and youth)
- Fabric: 100% textured polyester, front, back and sleeve
- Shield: tear embroidery
- Appliques: Embroidered NB logo, and other water-based transfer appliqués
- Technology: NB DRY (sweat absorption), UV protection, anti-bacteria control
- Sizes: XS to 3XL (men) / XS to XL (women) / 08 to 14 (youth)
About New Balance
Independent since 1906, we empower people through sport and the pursuit of perfection in production to deliver positive change in communities around the planet. Our mission is to exercise responsible leadership in the world, with the purpose of building a brand that athletes are proud to wear, employees are proud to develop, and communities are proud to host. To learn more about New Balance, visit the official website.
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