30
Sep,2025
When São Paulo FC unveiled its 2025/26 away kit on April 11, 2025, the football world got a vivid reminder of a triumph that still reverberates two decades later. The new jersey, crafted by New Balance Brasil, was designed specifically to commemorate the club’s third inter‑continental crown at the 2005 FIFA Club World CupJapan. The launch, reported by Footy Headlines, instantly sparked conversations about heritage, branding and the emotional pull of a jersey that tells a story.
Background: São Paulo FC’s World Triumphs
São Paulo FC remains the only Brazilian side to capture the Club World Cup three times – victories in 1992, 1993 and the landmark 2005 edition in Japan. The 2005 win, sealed with a 1‑0 extra‑time victory over Liverpool, cemented the club’s status as a global powerhouse and gave the Tricolor a unique place in football folklore. That match, played at Tokyo’s International Stadium, is still replayed on Brazilian TV every anniversary, and its 20th birthday provided a natural hook for a new kit.
Club president Julio Santana often remarks that “those three stars are more than metal; they’re a promise we keep to our fans, to the city, and to the history books.” His words echo the sentiment that the upcoming kit aims to capture.
Design Details of the 2025/26 Away Kit
The jersey’s visual language is a blend of modern minimalism and nostalgic homage. The most striking change is the replacement of the traditional yellow stars on the crest with three gleaming gold stars – a direct nod to the three world titles. The New Balance logo also appears in a brushed‑gold finish, tying the whole concept together.
Cherry‑blossom motifs – the iconic sakura that bloom across Japan each spring – pepper the sleeves and hem, subtly reminding observers of the 2005 tournament’s host nation. A faint, stylised globe sits at the lower back, its latitude lines forming the number “3” to underscore the triple triumph. Even the jersey’s interior isn’t left out: the club anthem is printed in Japanese kanji inside the crest, a detail that only a keen eye will notice when the shirt is turned inside out.
Numbers and dates are woven into the fabric as well. The player’s surname sits above the number “3”, while “2005” is discreetly embroidered just above the right cuff. These tiny touchpoints turn an ordinary garment into a walking museum exhibit.
Launch Event, Pricing and Availability
The unveiling took place at the club’s Morumbi Stadium, where a short ceremony was followed by a runway‑style presentation. Fans in attendance were handed a limited‑edition scarf bearing the same sakura pattern, and a short video recap highlighted the 2005 final moments.
Retailer Foot Soccer Pro announced a tiered price list aimed at making the shirt accessible to every segment of the fanbase. Standard adult jerseys start at €49.90 – a steep discount from the original €94.90 list price – while match‑ready versions, which feature moisture‑wicking technology, are €59.90 (down from €119.90). Women’s cuts mirror the adult price, and children’s sizes begin at €39.90. The club also released matching women’s, youth and replica versions, ensuring that the design reaches classrooms, playgrounds and living rooms alike.
Because New Balance Brasil took over kit production from Adidas in 2024, this launch marks their first major commemorative project for the club. Their chief designer, Rafael Mendes, explained, “We wanted a kit that felt both premium and deeply personal. The gold accents are a tribute; the sakura is a bridge across continents.”
Reactions: Fans, Players and Analysts
Social media lit up within minutes. A tweet from former São Paulo midfielder Rogério Ceni read, “Seeing those gold stars again made my heart beat like ’05 all over again. Proud of the new look.” Meanwhile, a fan‑run Instagram page logged over 12,000 likes on its first post featuring the jersey paired with a cherry‑blossom background.
Sports‑marketing analyst Marina Silva of the consultancy FootPulse noted, “Commemorative kits are a proven revenue driver. By tying the design to a historic moment, São Paulo not only sells shirts – it sells a piece of club mythology.” She added that the discount pricing strategy could boost overall sales volume by up to 35% compared with a standard launch.
What This Means for São Paulo FC’s Brand Strategy
Beyond the immediate shirt revenue, the kit serves as a branding cornerstone for the club’s 2025‑26 season. The gold‑star motif will appear on stadium signage, digital campaigns and even on limited‑edition merchandise like coffee mugs and phone cases. By foregrounding a unique achievement – being the only Brazilian club with three world titles – the club differentiates itself in a crowded domestic market.
In the longer term, the partnership with New Balance Brasil could open doors to collaborative community projects in Japan, such as youth clinics that celebrate the 2005 connection. The club’s commercial office has already hinted at possible “Sakura Tours” for season ticket holders, blending travel, football heritage and fan engagement.
- Three world titles: 1992, 1993, 2005
- 20th‑anniversary kit launched April 11, 2025
- Gold stars replace yellow on crest
- Cherry‑blossom design references Japan
- Prices: €49.90 (standard) – €59.90 (match) – €39.90 (kids)
Looking Ahead
The club’s next official kit – a “Grey Days” version – is slated for May 9, 2025, and a third kit will arrive in August. While the grey kit will focus on a different aesthetic, the away kit’s success could set a design benchmark for future releases.
For now, supporters across São Paulo, Tokyo and beyond are slipping the gold‑star jersey on with a sense of pride that’s as bright as the metal stitching on the sleeves. The story of a 2005 victory, once confined to highlight reels, now travels the world stitched into fabric.
Frequently Asked Questions
How does the new away kit honor São Paulo FC’s 2005 world title?
The jersey replaces the traditional yellow stars on the crest with three gold stars, adds cherry‑blossom motifs that reference Japan, and even embeds the club anthem in Japanese characters inside the crest. Numbers like ‘3’ and ‘2005’ are stitched into the fabric, turning the shirt into a visual celebration of that historic win.
Who designed the kit and why was New Balance chosen?
Chief designer Rafael Mendes led the project for New Balance Brasil, which became São Paulo’s official supplier in 2024 after Adidas. New Balance wanted a flagship project that highlighted the club’s unique heritage, and the 20‑year anniversary offered the perfect narrative.
What price options are available for fans?
Standard adult jerseys are €49.90, match‑ready versions cost €59.90, women’s cuts are also €49.90, and children’s sizes start at €39.90. All prices reflect a discount from the original list, making the commemorative piece more accessible.
Will the design elements appear on other club merchandise?
Yes. The gold‑star motif and sakura graphics will be rolled out across stadium signage, digital campaigns, and a range of accessories – from coffee mugs to phone cases – throughout the 2025‑26 season.
What future kits are planned after the away jersey?
São Paulo FC has a “Grey Days” kit scheduled for release on May 9, 2025, and a third kit slated for August 2025. While those designs will explore different themes, the success of the commemorative away kit will likely influence the aesthetic approach of upcoming releases.
