When the stadium becomes the shirt: HSV weave the Volksparkstadion and the road to it into the design – and into a new campaign that traces the making of their own players.
HSV, together with adidas and 11teamsports, have unveiled the new home shirt for the 2026/27 season. The white jersey turns the Volksparkstadion into a design theme and comes with a campaign telling the journey from childhood dream to professional football.
Home shirt 2026/27: The Volksparkstadion as pattern
The Volksparkstadion's light-flooded membrane roof is depicted abstractly in light blue on the shirt. The pattern flows into the crest on the chest, creating what looks like a double diamond. The three blue and black stripes on the shoulders are inspired by the parking lot stripes leading to the stadium, marking the way to the club's living room. This makes it the first time on HSV jerseys in the decades-long partnership with adidas that the famous three stripes come in different colours.
The remaining details stay on theme too: The blue and black crew neck picks up the colours of the shoulder stripes, the neck print shows the coordinates of the centre spot and kick-off point, and the crest is embroidered with a championship star. The shirt is made from 100 percent recycled polyester with breathable CLIMACOOL technology.
Dreams come true on the Elbe: The campaign behind the shirt
Saturday, 6:30pm, floodlights at a sold-out Volksparkstadion, 57,000 people calling your name: This is the image HSV open their new shirt campaign with. In it, players Vicky Schulz, Nicolai Remberg and Shafiq Nandja meet their younger selves. Together, they tell the journey from football-mad kid to professional, with a clear message: Dreams come true on the Elbe, and the road there leads through the Volksparkstadion.
The home shirt is available now in the HSV online shop, for men, women and kids. A matching red home shorts and blue socks with black-and-white ringed cuffs are also available. Goalkeepers will play in bright yellow again this season.
