St. Louis CITY SC, the newest club in Major League Soccer, today celebrates the official unveiling of its first primary kit. The jersey was designed in collaboration with adidas features the club’s vibrant and signature CITY Red color with navy and yellow accents as an homage to the City of St. Louis flag – which is also proudly displayed as a patch along on the jersey’s bottom hem.
Abstracted boldly along the lefthand side is the iconic geometric pattern echoing the steel plates of the Gateway Arch, which is a first-of-its-kind design collab between CITY SC and adidas, fashionably symbolizing this monumental moment in our story.
“It was important for the design of our inaugural jersey to reflect who we are as a club and as a community: proud, contemporary, and not afraid to stand out. The Arch, the flag, the colors…we love that it feels unapologetically St. Louis, today but also with an eye towards our future.” said Lee Broughton, St. Louis CITY SC’s Chief Brand Architect.
Featuring branding of the club’s STLMade founding partners, including Purina as the lead, front-of-jersey sponsor and BJC HealthCare as the secondary sleeve partner, the “CITY Kit” is set to be worn by St. Louis CITY SC players for the 2023 and 2024 MLS seasons. The jersey is made with 100% recycled materials and provided a first look at the new Apple TV sleeve patch. 2023 marks the start of the historic 10-year partnership between MLS and Apple. All 29 clubs will have a different color patch, with the rest of the clubs’ jerseys to be shared in the weeks leading up to the start of the 2023 regular season.
The launch of the inaugural kit coincides with the official opening of CITYPARK, the home of St. Louis CITY SC – where St Louis CITY2 will face Bayer 04 Leverkusen of Germany’s Bundesliga on November 16 at 7 PM CST in a stadium preview that is sold out following an MLS record-setting season ticket deposit campaign.
Fans are encouraged to celebrate the jersey launch early at CITYPARK’s Lou Fusz Plaza at Market and 20th Streets starting at noon on November 16 with local food, drinks, live music and activations from Purina, BJC and Adidas. No tickets are required and the jersey will be available for purchase in men, women and youth sizes.
To alleviate lines in the Plaza and in CITY Goods, the stadium’s official Team Store, the club offered a jersey pre-sale and express lane pickup to season ticket holders and MyCITY+ members. Through the sight unseen pre-order process, the club broke MLS jersey pre-order sales records.
In addition to the physical activations, St. Louis CITY SC created digitally-immersive ways for all fans to celebrate the historic event. Using the free CITY app, fans can create and share their own personalized CITY Kit. The club also unveiled an innovative collaboration with Snap Inc. and rolled out an augmented reality (AR) experience on the Snapchat platform. The AR experience can be found by searching for “St. Louis CITY” in Snapchat’s Lens Explorer. Using next-gen camera lens technology, fans can virtually try-on the jersey themselves, place it on a friend or take over the jersey on a rival fan. The partnership is a first for a Major League Soccer club.