Energizer Park was buzzing with anticipation Friday morning as club officials and special guests unveiled the club’s new primary kit at an event in the Moneta Pitch Club. Club dignitaries including CEO Carolyn Kindle, President and General Manager Diego Gigliani, Chief Experience Officer Matt Sebek were joined by Ty Keough, Bill McDermott and Purina’s Chief and Vice President of Corporate Affairs Bill Etling to introduce the “Forever City Red” kit that will be worn the next two seasons.
The kit’s primary color is unchanged from the original look, boasting what Kindle called “iconic” City Red. The club is going “all in” on the signature color according to Kindle. “The pride, passion and perseverance of City SC is all reflected, she said. “Three years in we made our history and curated our clubs’ culture. Forever CIty Red is the celebration of these unique rituals and traditions that we have created together, Kindle continued.” When we wear City red, it means something, it stands for something and we are doubling down by common color and all that it represents with this new kit.” City is the only team in the world that Adidas uses this shade of red for according to Sebek. “We’re not going to deviate from what makes us different”, he said. “The color has become a regional phenomenon and we really want to lean into that.”
Just because the color stays the same, doesn’t mean there aren’t a few unique features to the new look. One of the most notable being a collar. St. Louis will be one of only two MLS clubs using a collared kit in 2025; which is something that the club believes gives them a classy touch to their new kit. “It’s something that Adidas, across global football, saves for its premium clubs” Sebeck said. “You see it on Bayern Munich and Real Madrid; so to be able to celebrate that with those top tier clubs is pretty special for us. It’s different, but special”.
Additionally, the club took inspiration from the past with subtle, yet noticeable embossed striping that acknowledges the role St. Louisans played in a 1950 World Cup upset of England by the United States Men’s National team. “It’s not only a reflection of the future of our club, but it’s a nod to St. Louis’ past as a storied soccer city and people who have defined and solidified our city’s place and influence in the beautiful game”, Kindle said. That US squad featured five St. Louis born players, which are each represented on this kit. “The jersey they wore featured a sash that ran from right to left, Sebek said. You’ll notice a detail in our jesey: a sash embossed, seared into the fabric featuring five lines that represent each of those players from St. Louis.”
While understated, the sash is the predominant feature touted by Sebek. “..it means so much to us,” he said. “It’s embossed in City red. Whether you’re Ty Keough, Eduard Löwen or a young Miggy Perez; we’re all united now by City. We are proud to tell these sash stories throughout the season, culminating with theme night on June 28th dedicated to the 75th anniversary.”
Saying Goodbye to the Original Look
As part of the Adidas deal with MLS, each club will have a new primary kit every two seasons. St. Louis’ original jersey was wildly popular, which makes it a bitter sweet transition in some ways. “We can’t replace our inaugural kit”, Sebek said. “It’s going to be special forever. I think there’s a lot of people that have found the club, that have gone to their first Major League Soccer game. For so many people, our first jersey is a sign of their fandom for the club; we knew the transition was going to be difficult but we’re really excited about it.
The kit design process for this cycle started years ago as the club has to submit designs to Adidas well in advance of production. With such a popular inaugural design, it wasn’t necessarily easy to design the replacement. “I think in many ways it was more difficult to design; we’re coming off the best expansion jersey sale of all time”, Sebek said. “We knew coming into our second jersey we wanted it to be distinctively different; intentional story telling but stayed inside the confines of the brand and that’s where the City red you see front and center comes from.”
The Forever City Red kit is on sale now at City Pavillion and the club is offering free customization through March 31st. City kicks off the season February 22nd against Colorado Rapids at Energizer Park.
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