Changing the Game: Singapore Football Gets the Three Stripes Treatment

The jersey is one versatile symbol. It is performance gear for the athlete and community attire for the fan, but at its core, it is fashion. Adidas and the Football Association of Singapore embarking on a multi-year partnership demonstrates their understanding of this duality. “Adidas believes that sport has the power to change lives, and FAS shares our beliefs”, Chen Ruiyuan, the country manager of Adidas Singapore, said. 

If not for football, Adidas might not be Adidas, since the sport is woven into the brand’s DNA. This partnership signals a new chapter for Singapore football, to further elevate the sport at every level.

The partnership goes beyond kit sponsorship, with the inclusion of fan engagement initiatives and more diverse training opportunities. Support will extend beyond the National Team, to include the Singapore Premier League and youth development. 

To commemorate the partnership’s inception, Adidas launched the all-new Home and Away kits and a capsule lineup of broader fanwear and culturewear. The Lions debuted the Home jersey on 7th August in a game against Indonesia, securing their spot in the ASEAN Championship semi-finals.

Kit design was months in the making, with every singular detail — colours, textures, fit and visual identity — being perfected through multiple rounds of design iteration by Adidas and FAS. 

Beyond performance gear, the jerseys are “a symbol of pride for everyone who supports Singapore football”, shared FAS general secretary Badri Ghent. Identifying the duality present is pivotal, for the jersey becomes a statement about fashion and identity. Adidas’s proprietary Climacool+ technology keeps players cool while on the move. The all-red Home kit has woven wave detailing, representing the undercurrent of athletes’ and fans’ passion and pride.

The Away kit in Coventry Blue recalls the celebrated 1977 kit, symbolic of the pride and honour shared across generations of fans and players. Special lenticular crests feature on the jerseys, along with the Away jersey’s Trefoil, a particular combination that is only afforded to top-tier federations. Culturewear accompanies the merchandise lineup, starting off with a tee shirt release, designed by local visual artist Slac Satu with his creative take on the rallying cry ‘Satu Nada’. 

Every fan should have access to the sense of belonging facilitated by way of fashion. The range comes in men’s, women’s and youth sizing, with different styles across a range of price points. 

Football goes beyond the pitch, into the wardrobes of their athletes and fans. Culture is iterated by community, and this partnership clearly illustrates how identity and creativity intersect when it comes to culture creation.