A Behind-the-scenes look at the
Who Gives a Shirt Podcast
Weeks of research. Months of production. Hours of recording. All for one story worth telling.
October 15, 2025Weeks of research. Months of production. Hours of recording. All for one story worth telling.
October 15, 2025Three episodes in, and Who Gives a Shirt our newest Forever. Better. podcast is already turning heads. Focused on the fascinating world of football jerseys, the show dives deep into history, culture, innovation and their environmental impact. But what does it take to bring this podcast to life?
Let’s take you behind the scenes.
First, why These Hosts?
You might be wondering: why Jack Fowler and Kimberley Cumberbatch? Why not sustainability influencers?
We wanted to bring in hosts that feel relatable to our audience. Jack brings authentic footballer insight as a former semi pro-footballer, while Kimberley offers fresh perspective and curiosity. Together, they make sustainability topics more relatable, without preaching. It’s a new way to connect with consumers: through storytelling, humor, real talk and without all of the corporate jargon. Join the journey to find out if Jack can convince Kim to “give a shirt“.
No Detail Too Small
From fact-checking with our Sustainability team to borrowing rare Archive items, every detail was carefully curated.
Did you know the original 1974/75 PUMA Borussia Mönchengladbach jersey featured in Episode 2 was borrowed from a private collector? It’s so rare, even our Archives don’t have it, since only a handful still exist! Thanks to our Lead Archivist Ulrich Planer, we tracked it down and brought it all the way to London for the shoot.
“It’s always a privilege to see these pieces come to life again. They’re more than shirts, they’re stories.”
Our Sustainability Message
You might be asking: Isn’t this a Forever. Better. podcast? Where’s the sustainability?
Good question. This year, we’re trying something different.
Fewer. Bigger. Better.
Instead of flooding the space with countless initiatives, we’re focusing on fewer, but more impactful messages. Just like our Vision 2030 targets (Climate, Circularity, Human Rights), we’re going deep, not wide.
Did you know that almost half of people think their actions don’t matter?
And yet, nearly as many say they’re worried about climate change.
According to consumer research done by Deloitte, 61% of consumers feel disengaged from sustainability and 47% believe living more sustainably doesn’t make a difference. But 41% still express concern about climate change, rising to 56% among 18–34-year-olds.
It’s not apathy. It’s fatigue.
That’s why we’re weaving sustainability into the story—not shouting it from the rooftops. The big reveal comes in Episode 5 (out on Oct. 29th), Andrew Burgess, one of our Voices of a RE:GENERATION, breaks down RE:FIBRE: our textile-to-textile recycling program used to produce football jerseys. With billions of fans wearing replica kits, it’s time we talk about their environmental impact.
This podcast isn’t just entertainment. It’s education. It’s industry dialogue. It’s the future of football shirts.
Our third and newest episode “Dress Like Your Heroes” is now available, watch it here:
Want to tune in to our previous episodes? Find them on your favourite podcast app, PUMA’s YouTube and foreverbetter.com.
Because there’s only one Forever. Let’s make it Better.
