When São Paulo FC partnered with New Balance Brasil to launch its 2025‑26 third kit in February 2025, the football world took notice. The jersey was crafted to mark the 20th anniversary of the club’s triumph at the 2005 FIFA Club World CupJapan. By weaving gold stars, cherry‑blossom motifs and a Japanese‑language rendition of the club anthem into the design, the kit bridges São Paulo’s historic glory with the cultural backdrop of the original victory.
Design Elements that Celebrate a 20‑Year Milestone
The most eye‑catching feature is the replacement of the traditional yellow stars on the crest with gleaming gold stars, each representing one of the three intercontinental titles that only São Paulo FC has ever earned. New Balance’s logo, normally white, appears in a matching gold hue, reinforcing the commemorative tone.
Beyond the surface, the jersey’s interior carries a subtle globe illustration that aligns with the word "world" in the club’s achievements. The number “3” is cleverly embedded into the side panels, a nod to the triple‑crown status. Even the year “2005” is stitched in a bold, metallic font across the back, ensuring the milestone is impossible to miss.
Cultural References to Japan in the Kit
Cherry blossoms, rendered in soft pink across the shoulders, symbolize the Japanese venue of the 2005 final. This botanical motif is not merely decorative; it signals respect for the country that hosted the tournament and for the fans who witnessed the Brazilian side lift the trophy on Japanese soil.
Perhaps the most intimate touch lies inside the club crest, where the lyrics of the São Paulo FC anthem are printed in Japanese kanji. This unique inclusion creates a direct linguistic bridge between São Paulo’s Brazilian roots and the Japanese setting of their historic win.
Pricing, Availability, and Collector Appeal
The third kit is marketed as the “Authentic 2025 Third Jersey” and retails for US$ 94.90. Sizes range from medium up to 3XL, catering to both longtime supporters and newcomers who may want to wear a piece of football history.
- Price: $94.90 USD
- Available sizes: M, L, XL, XXL, 3XL
- Release date: 15 February 2025
- Limited edition: 10,000 units worldwide
- Distribution: Official São Paulo FC store, New Balance retail partners, online storefronts
Collectors have already flagged the jersey as a high‑value item, citing the combination of gold accents, rare Japanese‑language elements, and the timing of the release as factors that could see resale prices climb above $200 within a year.
Reactions from Fans, Players, and Industry Experts
Fans flooded social media with admiration. One supporter posted, “Wearing this feels like I’m carrying a piece of that night in Tokyo every time I step onto the field.” The club’s head of marketing, Rafael Silva, told reporters, “We wanted a kit that does more than look good; it tells a story that our supporters and future generations can wear.”
Former Brazilian international and São Paulo legend Kléberson praised the jersey, noting, “The gold stars remind us why this club is special. It’s a tribute that feels authentic, not just a marketing gimmick.”
Industry analysts at Sports Marketing Insights highlighted the strategic timing: “Launching a commemorative kit on a round‑number anniversary taps into nostalgia‑driven buying patterns, a tactic that has proven profitable for clubs across Europe and South America.”
What This Release Means for São Paulo FC’s Brand
Beyond the immediate sales boost, the kit reinforces São Paulo FC’s international brand narrative. By foregrounding the 2005 victory—a triumph that placed the club on the global stage—the team signals its ambition to remain a contender in worldwide competitions.
Moreover, the collaboration with New Balance Brasil underscores a growing trend of Brazilian clubs partnering with multinational sportswear firms to reach broader markets. The gold‑infused design also sets a visual benchmark that could influence future memorabilia, from retro‑style scarves to limited‑edition boots.
In short, the third kit is more than a uniform; it’s a branding instrument that weaves history, culture and commerce into a single, wearable story.
Frequently Asked Questions
Why did São Paulo FC choose a third kit for this anniversary?
A third kit offers clubs creative freedom beyond the traditional home and away colors. São Paulo FC used this canvas to embed gold stars, cherry blossoms and Japanese lyrics, elements that would clash with the classic yellow‑white palette of the primary jerseys.
How many units of the commemorative jersey will be produced?
The club announced a limited run of 10,000 pieces worldwide, a figure that balances exclusivity with the global fan‑base eager to own a piece of the club’s history.
Will the jersey be available in the United States?
Yes. The jersey can be ordered through the official São Paulo FC online store, which ships internationally, and through selected New Balance retailers in the U.S. Shipping costs are applied at checkout.
What significance do the cherry blossoms hold?
Cherry blossoms are iconic to Japan and were chosen to honor the country that hosted the 2005 FIFA Club World Cup. Their inclusion creates a visual reminder of the setting where São Paulo secured its third world title.
Has New Balance released similar commemorative kits for other clubs?
New Balance has previously produced anniversary editions for clubs like Liverpool and Manchester United, often incorporating historic symbols and unique color schemes. The São Paulo kit follows this tradition but adds a distinct cultural layer with Japanese text and motifs.
