FC Augsburg hand the campaign for their new away shirt to one of their own players: Han-Noah Massengo shot the launch on his film camera, quite possibly a first in professional football.
FC Augsburg and Mizuno have unveiled the new away shirt for the 2026/27 season. The campaign was photographed by Han-Noah Massengo, a player from the club's own squad. The midfielder took full creative control, from casting the models and accessories to the final image.
A professional footballer shooting his own club's kit campaign? It's likely never been done before.
Massengo in focus: from dressing-room photographer to campaign director
At FCA, Massengo's second talent is well known. The Frenchman's camera accompanies him on his travels and in everyday life. Last season, he used it to document life behind the scenes at the club. The results became an exhibition at Augsburg's Ecke Galerie, running until August 8, and a 156-page photo book.
The shirt campaign is the next step. The club asked Massengo whether he'd take on the shoot during the summer break. „A day at the river taking pictures of people having fun" is how he described it afterwards, an offer he said he couldn't turn down. The shoot took place at Wolfzahnau, where the rivers Lech and Wertach meet.
„It is more personal than ever before," says FCA managing director Michael Ströll about the campaign.
Water as a theme: the design of the new Augsburg shirt
The location is no coincidence. FC Augsburg has anchored the topic of water in its sustainability strategy, a nod to the Augsburg water management system, a UNESCO World Heritage Site.
The new away shirt carries that connection forward under the motto „Where water flows, new perspectives emerge". The change of perspective is meant literally: instead of a classic product story, the campaign tells the shirt's story through the eyes of a player who usually stands in front of the camera.
The shirt is petrol green and made from recycled polyester. The all-over pattern picks up the movement of water, while the FCA crest and logos appear in gold. The number 1907 sits on the back of the neck, marking the year the club was founded.
The new away shirt will be available from July 30 in the FCA online store and in fan shops. FC Augsburg had already unveiled their home shirt for the 2026/27 season.
