FC Schalke 04 Launches City-Themed Anniversary Jersey as Part of Local Identity and Merchandising Strategy.

Roger Hampel

Image: FC Schalke 04

FC Schalke 04 has released a limited-edition “Gelsenkirchen 150 Years” anniversary kit, created in partnership with adidas and 11teamsports, marking the city’s 150th anniversary with a merchandise-driven initiative designed to strengthen local identity and generate community-focused revenue. The kit will debut on 14 December in Schalke’s home match against 1. FC Nürnberg, after which match-worn shirts will be auctioned in support of the club’s charitable foundation Schalke hilft!.

The initiative reflects Schalke’s long-standing positioning as a club deeply interlinked with its city. While the special-edition shirt celebrates local heritage, it also demonstrates how Bundesliga clubs increasingly leverage regional narratives to diversify merchandising portfolios and activate fan communities beyond matchdays.

A Community-Centric Kit Concept with Strong Localisation Features

The jersey features dark green base tones and elements from the Gelsenkirchen city coat of arms, with black-and-white sleeve accents referencing the colours of the city flag. A vertical cluster of the adidas logo, Schalke crest and municipal emblem sits centrally on the chest, while the back includes an exclusive “Gelsenkirchen-Schalke” inscription.

A notable feature is the customisable sleeve badge system. Supporters can choose one of 18 district-specific patches, each featuring a stylised city map outline, street-grid detailing and the respective district name. The option allows fans to personalise the shirt based on their neighbourhood — a hyper-local merchandising strategy that has become increasingly popular among European clubs seeking higher emotional engagement and premium price points.

Philanthropic Component Integrated into the Merchandising Campaign

Proceeds from the sale of match-worn jerseys, together with a portion of retail revenues from the special-edition kit, will be donated to five long-standing social institutions in Gelsenkirchen, including the city’s food bank, youth organisations and children’s hospice services. Schalke hilft! will coordinate distribution with municipal partners.

By linking a product launch to charitable giving, Schalke aligns commercial activity with community impact — a model often used by clubs seeking to balance strong local identity with broader commercial ambition.

A Limited-Edition Product Strategy Supporting Revenue and Brand Positioning FC Schalke 04

The kit is available in restricted quantities through Schalke’s online store and physical fan shops. Pricing is set at €99.95 for adults and €79.95 for children, with optional personalisation such as back flocking, 2. Bundesliga patches and the district badges. The club notes that personalised items are excluded from exchanges, reflecting standard industry practice in limited-run merchandising.

The release is supported by a broader “150 Years Gelsenkirchen” lifestyle collection, including shirts, hoodies, a track top, accessories and fan merchandise — a comprehensive product strategy designed to extend the campaign beyond the match kit itself. Local teaser activations, such as district-specific coasters, market installations and banners, contributed to pre-launch visibility and grassroots engagement.