Six-time Campeonato Brasileiro Série A and reigning Copa do Brasil champion São Paulo Futebol Club has unveiled its new home and away kit for the 2024 season, produced by New Balance. The kits draw inspiration from the club’s rich history and identity.
The 2024 home jersey follows Sao Paulo’s classic primary shirt white design with red, white, and black horizontal stripes. The concept behind it is “Clube da Fé” or “Club of Faith”, referring to Sao Paulo’s ability to overcome adversity and doubt throughout its history. The kit features the phrase “Onde a moeda cai em pé” meaning “Where the coin lands on its feet”, a slogan tied to the club’s 1943 championship when few believed they could win.
The new away kit boasts Sao Paulo’s iconic vertical red, white, and black stripes. Its concept centers on “A história começa aqui” or “The history starts here”, highlighting the club’s excellence in developing young talent. The jersey notes Sao Paulo’s reputation for producing top players and people out of its youth academy in Cotia.
Both jerseys have the club motto “Sentimento que jamais acabará” meaning “A feeling that will never end” printed inside the club badge, connecting Sao Paulo’s past and present.
According to SPFC the New Balance designs balance Sao Paulo’s tradition and legacy with its ongoing journey. As the club nears its 94th anniversary, the jerseys celebrate its history of success and status as a Brazilian powerhouse ready to add to its storied narrative.