From fans for fans

Borussia Dortmund’s jersey has been voted the Bundesliga’s best by “ONE8Y”, and it’s not just any jersey – it’s one designed by the fans. PUMA joined forces with BVB for this groundbreaking initiative.

In this year, our very own BVB home kit of 2023/24 has been voted the favorite amongst fans out of all first Bundesliga clubs. “ONE8Y” asked fans of each club, but also questioned every fan about all other clubs.

Designed by the fans

In a pioneering move, BVB invited fans to co-create their season 2023/24 jersey, receiving a staggering 15,000 designs from supporters worldwide. A jury including Lucia Walter, Teamhead Graphic Design Teamsport Apparel and Footwear PUMA, BVB staff, and star player Marco Reus narrowed it down to nine designs, relating back to their foundation year of 1909. Fans then chose the final winner.

This open-source approach was complex, but the emotional journey was worth it. The winning fan had a unique experience, including a photoshoot with BVB stars Reus and Haller, and a trip to PUMAs partner factory to see his jersey come to life.

The project taught valuable lessons about fan engagement and the importance of fans connecting with the jerseys. The fans seemed to really appreciate this approach, as is displayed in the “ONE8Y”-voting. Heja BVB!