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A club’s history and jerseys serve as two of its greatest assets. This year, the two come together to create São Paulo Futebol Club’s new uniforms, produced by New Balance and launched this Thursday, January 18. New Balance was inspired by Tricolour’s successful trajectory in both Brazilian and global football to develop this unprecedented collection, which will dress both the men’s and women’s teams as well as the club’s youth squads.
São Paulo will take the field for the first time with the new uniform this Saturday, January 20th, against Santo André in the opening round of the Campeonato Paulista. The game will take place at the Cícero Pompeu de Toledo Stadium, MorumBIS. At the match, fans will see the uniforms, which pulled inspiration from the concept “Feeling that will never end,” in action. The phrase, which has become a motto of the club and a favorite chant of its dedicated fans, can be found on the inside of the São Paulo badge, both on the main (home) and away uniforms.
In matches at MorumBIS, São Paulo will sport its main (home) jersey, developed under the theme “Clube da Fé.” The white jersey, which maintains its traditional yet striking design with red and black horizontal stripes, will pay homage to the essence of the club and its recognized resilience in moments of adversity. Throughout its 93-year history, Tricolor has overcome countless barriers that made the club stronger and one of the most successful in the country — so much so, that it’s the only Brazilian team with three world titles.
This successful trajectory made São Paulo establish itself as the “Faith Club” and “Where the coin lands standing.” These two phrases can also be found on the club’s main jersey. The first phrase appears on the back of the uniform, close to the collar. The second is stamped on the front of the jersey and will also display the year 1943, referencing a time when São Paulo became league champions even though very few believed in the club. This championship led to the story that in Tricolor, “The coin lands standing.”
With its away uniforms, New Balance will highlight the work done by São Paulo with its youth squads. Following the theme “The history begins here,” the iconic jersey with vertical black, red and white stripes highlights Tricolor’s continued excellence and its training of future football stars. To mark this concept, the away jersey will bear this phrase on its back, as well as a stamp with the inscription “Made in Cotia: athletes and citizens.” This second mention refers to the developing new talents at the Laudo Natel Training Center in Cotia, an inspiration for other teams when it comes to training 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 Brazil.
“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. We are very happy with the final result of the uniform, which perfectly expresses the DNA and history of this institution, which is one of the greatest in Brazilian and world football. The work carried out was what we expected, and we believe that with this shirt we will have another year of great success and glory. 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 additional items, such as goalkeeper shirts and travel and training uniforms — the latter already used by the men’s professional team since the start of preseason 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 the club’s fans, which feature an identical design to the uniforms used by the players but are produced by different fabrics. While the pieces for the matches will be made of polyester with super lightweight elastane on the front and breathable mesh on the back, which provides better breathability and lightweight for improved athletes performance, the version for the fans will be 100% in-textured polyester.
