PUMA Launches New Podcast Exploring the Legacy and Future of Football Jerseys
Global sports brand PUMA has announced the launch of Who Gives a Shirt, a new five-part podcast series that goes beyond the pitch to explore the deep cultural, historical, and environmental importance of football jerseys. Hosted by former professional footballer Jack Fowler and content creator Kimberley Cumberbatch, the series sheds light on the role football shirts play in shaping identity, passion, and community, while also examining innovations that will define the future of sportswear.
Football shirts have long been recognized as more than just sports apparel—they are cultural artifacts that unite fans, represent tradition, and often carry personal memories. With Who Gives a Shirt, PUMA aims to spotlight these connections while also addressing the environmental challenges posed by the production of sportswear.
A Fresh Look at Football Jerseys
Each episode of the podcast features unique voices from across the football world, including designers, historians, and passionate supporters. Together, they unpack stories that demonstrate how jerseys have evolved and how their significance extends far beyond the game. Listeners will hear about innovations in fabrics and sustainability, the growing replica shirt culture, and the way kits influence style and fashion off the pitch.
Co-host Jack Fowler expressed his enthusiasm for the project, highlighting how football shirts often hold deep personal meaning. “I’m genuinely so excited to be co-hosting this podcast and diving into the amazing stories behind football shirts. It’s wild to see how something as simple as a shirt can mean so much to people, forming part of their identities and core memories,” he said.
Kimberley Cumberbatch joins Fowler in leading conversations that mix nostalgia, expert insights, and forward-looking discussions about the role of design and innovation in shaping football’s future.
Balancing Culture and Sustainability
The podcast also aligns with PUMA’s sustainability initiative, FOREVER.BETTER., which commits the company to driving responsible production and innovation in sportswear. Kerstin Neuber, Senior Director of Corporate Communications at PUMA, explained the dual purpose of the series: “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.”
The series follows PUMA’s earlier Green Flags podcast, which explored the role of sustainability in sports and fashion. Who Gives a Shirt continues that dialogue, emphasizing how new materials and recycling processes can reduce environmental impact without losing the cultural essence of football jerseys.
One example highlighted in the podcast is PUMA’s RE:FIBRE initiative, a textile-to-textile recycling program that gives old garments and factory off-cuts a second life in new products. This innovation not only reduces textile waste but also creates a more circular production model for future sportswear.
Episode Highlights
The five episodes of Who Gives a Shirt each take listeners on a unique journey through football history and culture:
- Episode 1: Kicking Off
Journalist and film producer Xaymaca Awoyungbo joins the hosts to trace the origins of football jerseys, exploring how kits were adopted by clubs and became symbols of identity across the world. - Episode 2: The Synthetics Switch
James Harkin, head writer and researcher, explains the pivotal shift from natural fabrics to synthetics, detailing how new materials improved player performance and reshaped the industry. - Episode 3: Dress Like Your Heroes
Manchester City superfan Angela Worrall discusses the boom of the replica shirt market and what it meant for fans to finally wear the same jerseys as their favorite players. - Episode 4: From Goals to Garms
Fashion designer Hattie Crowther joins the conversation to unpack how football style crossed over into mainstream fashion, influencing trends and creating a unique connection between sport and style. - Episode 5: Jerseys for the Future
The finale looks forward, with textile upcycler and PUMA’s Voices of a RE:GENERATION representative Andrew Burgess explaining the RE:FIBRE process and how it can redefine the future of football jerseys.
More Than Just a Shirt
Through this podcast, PUMA emphasizes that football jerseys are more than athletic apparel—they are emotional touchpoints, storytelling devices, and now, drivers of sustainability. Whether through memories of wearing a replica as a child, the pride of owning a club’s latest kit, or the innovations shaping what comes next, these shirts reflect the intersection of sport, culture, and responsibility.
With Who Gives a Shirt, PUMA invites fans, designers, and sports enthusiasts alike to rethink how they view football jerseys—not just as clothing, but as symbols of connection and tools for change.
