One of the Team: Lukas Kwasniok’s Jersey Choice as a Business of Leadership Signal.

Roger Hampel

Photo Credit: Bundesliga

In his first two Bundesliga matches as head coach of 1. FC Köln, Lukas Kwasniok opted against the traditional suit or training attire. On both occasions, he appeared on the sideline wearing the club’s official jersey – a decision that combines regulatory allowances, symbolic messaging, and leadership framing.

Regulatory Context Lukas Kwasniok Jersey

Under DFL (German Football League) regulations, coaches and staff are permitted to wear official club jerseys provided the shirt differs in colour from the kit used by players on the pitch.

Kwasniok has formalised a personal principle:

• Home jersey for away matches

• Away or third jersey for home matches

  
  

“The decision was clear for me: if I’m allowed to do it, I will. Because I want to commit to this club, and I do, and I also wear this jersey with pride,” the coach explained. Lukas Kwasniok Jersey

Photo Credit: 1. FC Köln

Sports Management Context

In professional football, coaches typically differentiate themselves from players through suits or training apparel, visually underlining their leadership role. By wearing the same jersey, Kwasniok removes that visual separation, positioning himself as part of the collective.

This practice echoes traditions in baseball, where managers have long worn the same uniforms as their players. From a psychological standpoint, it aligns with Social Identity Theory (Tajfel & Turner, 1979), which suggests leaders perceived as “one of us” can strengthen identification, cohesion, and loyalty within the group.

Leadership Framing

While managers such as José Mourinho built personal brands as the “Special One” and Jürgen Klopp styled himself as the “Normal One”, Kwasniok’s approach signals another narrative: “I’m one of you.”

This framing may reinforce solidarity between coach, players, and fans, offering a distinct positioning in the modern Bundesliga coaching landscape.

Strategic Significance

From a football business perspective, such choices contribute to leadership branding, shaping how coaches are perceived by stakeholders, from players to fans and sponsors. By adopting the jersey, Kwasniok symbolically enhances unity and authenticity, values increasingly relevant in football’s commercial and cultural environment.