Schalke's jersey mania drives club toward record sales

The jersey frenzy at FC Schalke 04 shows no sign of slowing, as thousands of supporters have already pre‑ordered the coveted away kit, bringing the club ever closer to a new sales record.

Record‑breaking pre‑orders

When sales began at the start of August, roughly 40,000 away jerseys were sold on the first day and the stock vanished after about two and a half hours. Adidas had already placed an unusually large order for Schalke, ordering more away kits than home kits.

After the initial run sold out, fans placed a second wave of orders, with more than 20,000 additional retro away shirts secured. The pre‑order window remained open until 13 August, and the extra copies are slated for delivery within roughly four months. The club also asked Adidas for further stock so the away jersey can return to fan shops for the Christmas period.

Future sales targets

Club chairman Matthias Tillmann explained, “What happened last week was positively insane. We work with Adidas, a supplier that has seen everything, and a staff member even told me, ‘You are the boss of the craziest club in Europe.’”

In the previous season the club sold about 75,000 jerseys, including a special edition, and is now approaching that figure before the first mandatory match of the new campaign. The ambitious goal of 100,000 jerseys, reported by the WAZ, therefore appears realistic.

The white shirt blends the retro Schalke crest with the historic Adidas logo, a design that has clearly resonated with supporters. Priced at €99.95 – ten euros more than the prior season – the higher cost has not dampened demand.