Dynamo Dresden presents the new home jersey for next season – the strategy is different than usual.
Dresden – The new home jersey for the 2022/23 season has been available to buy quietly, secretly and without any presentation since Pentecost. But that was exactly what we wanted, says Felix Lorenz, Managing Director of the Dynamo-Fanshops.
Little black, but lots of yellow. The new Dynamo jersey is available now. © Lutz Hentschel
It’s called guerrilla marketing. No great financial effort for this campaign, but very effective. “We wanted to do something different than in previous years,” he says.
“We discontinued the jersey at Pentecost in the hope that it would be discussed on social networks. That worked out perfectly,” smiles Lorenz.
When the first fans discovered the shirt, many assumed it was an accident. It was discussed what the stuff held – and the jersey was on everyone’s lips.
“It wasn’t an accident. If it had been like that, we would have removed it from our website immediately. And it wasn’t that secret either. Since Pentecost we have also been promoting the jersey on large stands in the city,” says the managing director .
Lysann (left) and Nancy are excited about the new jersey. © Lutz Hentschel
It is a simple but chic camisole. It has a V-collar and is almost entirely yellow. “The jersey is all about the 70th anniversary, which we’re celebrating this season. That’s why the founding date is written out in full on the back. There are also stripes on the sleeves and neck,” explains Lorenz.
The special: 1 burgundy stripe – in total there are 9 – to 5 black and 3 yellow, that gives 1953 – just the founding year.
The motto “Love Dynamo – Hate Racism” is also printed on the inside of the neck. Only the manufacturer’s logo and the dynamo emblem can be seen on the front.
The price has remained the same as last year. It costs 79.99 euros. This also applies to the women’s jersey, which is cut to the waist. For children’s sizes, 69.99 euros must be paid. With flock for the player name, an additional 9.99 euros must be shelled out, for individual names 14.99.