Who Gives a Shirt? We do.
New Forever. Better. podcast: The story behind the world’s most iconic garment.
October 2, 2025
What do football shirts say about us?
A lot more than you might think.
Football shirts are memories, status symbols and style statements all in one. With Who Gives a Shirt, we’re telling their full story – from the pitch to the pavement, from childhood memories to fashion runways. Football jerseys have become cultural icons. And now, we’re pulling back the curtain on their past, present and future with a brand-new Forever. Better. podcast: Who Gives a Shirt.Unexpected stories. Fresh perspectives. A cultural deep dive into the world’s most iconic garment and how they shape identity, community and even sustainability. This five-part series is hosted by former semi-professional footballer Jack Fowler and content creator Kimberley Cumberbatch, and it’s anything but your average football chat.
Kimberly Cumberbatch, Co-host
Jack Fowler, Co-host
“It’s wild to see how something as simple as a [football] shirt can mean so much to people, forming part of their identities and core memories”
Jack Fowler, Co-host
Jack Fowler, Co-host
Episode 1: ‘Kicking Off’ is out now!
(available on all major podcast platforms, PUMA YouTube, and foreverbetter.com)Join Jack and Kim as they uncover why football shirts even exist. Together, they talk to journalist and filmmaker Xaymaca Awoyungbo about the chaos of playing football before there were kits. They check out the itchy and impractical shirt worn in the first-ever international football match, and see how today’s designs avoid the flaws of the past while still nodding to history.
One step closer to a Forever. Better.
Football shirts are more than just kits. They’re symbols of pride, passion, and belonging. But they also come with a footprint.The podcast builds on the momentum of our Green Flags series, continuing the conversation around sustainability in sport and fashion, while shedding light on our RE:FIBRE textile-to-textile recycling that transforms old garments and factory off-cuts into new products.
As Kerstin Neuber, Senior Director Corporate Communications, puts it: “Football shirts are powerful symbols of fandom, yet their environmental impact is not widely explored. With Who Gives a Shirt, we celebrate their cultural and historical significance while highlighting the designs shaping the future of sportswear. It’s about honoring tradition while driving the game, and the industry, forward in a responsible way.”
Did you know that all PUMA football jerseys are now made with RE:FIBRE?
That’s right! Starting with the 24/25 season, all official PUMA football replica jerseys, including those for 35 clubs and major tournaments like the UEFA Euro and Copa América, are made with RE:FIBRE.
That means no more virgin polyester. Instead, we’re tackling one of the industry’s biggest challenges: what to do with polyester textile waste. We believe that RE:FIBRE is the answer, and a step toward a more circular future for football and fashion. If you love football, you’ll love these stories. Tune in, join the conversation, and pass it on.
Because there’s only one Forever. Let’s make it Better.
Because there’s only one Forever. Let’s make it Better.
Breaking it down:
📣 New Forever. Better. podcastThe Podcast Line-Up
Each episode brings in a new guest- from superfans and designers to historians and upcyclers- to unpack the lore behind football shirts.
Here’s what’s coming up:
Catch up now speaks more languages
To enable as many users as possible to connect with us and be part of our world, we offer CATch up in English, German, French, and Spanish. Please note that these translations are automated and may contain errors.
