HSV's Special Edition Jersey Becomes the Fastest-Selling in Club History.

Roger Hampel

Image: HSV

Hamburger SV has sold a total of 70,000 units of its latest special edition jersey, marking the highest-selling shirt release in the club’s history.

The limited release, created to commemorate 1,887 Bundesliga matches, initially sold out its full first allocation of approximately 20,000 units within the first two days of sale, both in physical fan shops and online. Retail partners including adidas and 11teamsports also exhausted their inventories within 48 hours.

Image: HSV

Strong Demand and Customisation Uptake HSV

Following the initial sell-out, HSV reopened online orders on February 18, allowing supporters to pre-order additional production runs. By February 22, a further 50,000 shirts had been ordered, bringing total sales to 70,000 units.

According to the club, the special edition has surpassed the sales performance of both the 2024/25 promotion season home shirt and the current campaign’s home kit.

A notable feature of the release was the high level of personalisation. Approximately 90% of the shirts were ordered with name and number printing, and half of those included the special “1887 Bundesliga matches” commemorative print.

High customisation rates typically increase average order value and improve merchandise margin performance, reinforcing the commercial impact of limited-edition drops.