Bayern Munich and kit partner Adidas join the 17/18 season new strip throwback trend by launching a new home shirt that pays homage to the club’s dominant team of the 1970s
While the current Bundesliga champions are making their own history this season by winning their fifth title in a row, they will tilt at a sixth straight domestic championship in a strip that looks back to its silkily-skilled 70s side.
The 2017/17 home shirt’s style is a tribute to FC Bayern’s great sides of the seventies and a tribute to a team that won three consecutive European Cups between 1974 and 1976.
The kit sees a return of the white stripes, similar to the ones worn by iconic club legends like Franz Beckenbauer, Gerd Muller and Uli Hoeness.
It also has some more modern touches too: as T Mobile continues its long running shirt sponsor deal with Germany’s top side and with the clubs moto ‘Mia san Mia’ (‘We know where we come from, who we are and what we aim for’) written across the neck of the design.
The new strip was initially teased socially a day ahead of its official release.
Morgen… #RedPassion pic.twitter.com/goQ1yiegok
— FC Bayern München (@FCBayern) May 17, 2017
The new outfits were then unveiled at a live launch event (focusing on media coverage and PR) and were first modelled by current stars Mats Hummels, Thomas Muller and Juan Bernat.
The event was supported by a marketing campaign led by an Adidas digital/social video showing how the design was developed to promote the launch.
This video was further supported by a CGI spot of the players wearing the new strip in EA’s recently released FIFA 17 (as it so often the case these days for the biggest clubs).
And the new kit campaign is amplified across the usual digital and social channels both by the club and the sportswear giant linked by the hastags #RedPassion #FCBayern #MiaSanMia
Stolze Vergangenheit. Starke Zukunft. Das neue Home-Trikot 2017/18: https://t.co/4dGBjvRhnF #RedPassion #FCBayern #MiaSanMia pic.twitter.com/wMPbIT6RCW
— FC Bayern München (@FCBayern) May 18, 2017
➡ https://t.co/4dGBjvRhnF pic.twitter.com/PCMmsib3ni
— FC Bayern München (@FCBayern) May 18, 2017
“The new jersey is inspired by one of the most iconic jerseys they had in their glory past,’” explains the shirt’s senior design director Jurgen Rank.
“At that time, Bayern were basically dominating European football. The club and us thought it was time to bring back this great design, but obviously in a modern way.”
Activative Comment:
FC Bayern will first don the new strip when they take on Freiburg for their final league game of the season.
Which handilymeans that it has launched in time to be worn by the team as it receives the Bundesliga trophy in front of their home fans.
This isn’t simply a nice nostalgic kit, but is yet another 17/18 season shirt launch that expands the current ‘commemorative’ (eg New Balance/Liverpool #PureLiverpool, New Balance/Celtic #LiveTheLegend and UA/Spurs #TheLaneTheFinal) and ‘retro’ (eg Manchester United #HereToCreate) kit campaign trend.
Links:
Bayern Munich
https://www.youtube.com/user/fcbayern
https://www.instagram.com/fcbayern/
https://www.instagram.com/p/BUO90z_DvI1/?taken-by=fcbayern
https://www.facebook.com/fcbayern
https://fcbayern.com/fcbayerntv/de#category=all
Adidas Football
http://youtube.com/adidasfootball
https://twitter.com/adidasfootball
https://facebook.com/adidasfootball
http://instagram.com/adidasfootball
http://adidas.com
http://snapchat.com/add/adidasfootball
https://soundcloud.com/adidasfootball
