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, 2025
Three 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.”
Ulrich Planer, PUMA Lead Archivist
Ulrich Planer, PUMA Lead Archivist
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.
Because there’s only one Forever. Let’s make it Better.
Quick Recap: The First Three Episodes
Episode 1: Kicking Off – What did players wear before football shirts?Host Kimberley Cumberbatch steps into ex-footballer Jack Fowler’s world. Together, they chat with journalist and filmmaker Xaymaca Awoyungbo about the chaos of pre-kit football. From itchy wool to modern tech, they explore how today’s designs honor the past while solving old problems.
Episode 2: The Synthetics Switch – What Are Football Shirts Made From?
James Harkin (QI’s Head Researcher and co-host of No Such Thing As A Fish) joins Jack and Kimberley to uncover the birth of synthetic kits. They spotlight the legendary Cameroon onesie jersey—so bold, FIFA banned it—and even get into a heated game that nearly splits the hosts!
Episode 3: Dress Like Your Heroes – Why Do Fans Wear Football Shirts?
Die-hard Man City fan Angela Worrall talks about her shirt collection and the emotional rollercoaster of fandom. The hosts trace fan jerseys back to a surprising origin: a Leicester-based company that once made underwear for nuns. Yes, really. The episode explores how shirts build identity and community- on the pitch, in the stands, and even on holiday.
More on Our Guests
EP1: Xaymaca AwoyungboXaymaca is a film director and journalist based in East London. He won Chelsea FC’s inaugural Blue Creator Fund and directed Blue is the Colour, a documentary about the club’s relationship with race and racism. He also works as a freelance multimedia journalist for The Guardian and has collaborated with V&A East on cultural storytelling projects.
EP2: James Harkin
James has been a writer and script editor on 19 series of QI, produced four series of BBC Radio 4’s Museum of Curiosity and co-written 14 books. They include 1,227 Facts to Blow Your Socks Off which was a New York Times bestseller, and, most recently, A Load of Old Balls which was nominated for a Charles Tyrwhitt Sports Book Award. Alongside Anna, Dan and Andy, he is part of the award-winning podcast No Such Thing As A Fish which has had over half a billion downloads and has enjoyed sell-out tours around the world.
EP3: Angela Worrall
Angela is a Season Ticket Member Representative for Manchester City’s City Matters fan network. She’s been a supporter since 1975 and attends matches with her granddaughter. Her favorite memory? The iconic Aguero goal moment, which she describes as “the most spine-chilling second” of her life.
Podcast launch
more forever. better.
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