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“We are diversity”: Werder unveil special-edition shirt for club’s 10th annual matchday dedicated to inclusion
25/03/26
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Ten years of an annual matchday dedicated to inclusion are a clear commitment from SV Werder Bremen. What began as a targeted initiative has long since become part of the club’s identity. Under the slogan “We are diversity” (Wir sind Vielfalt), SV Werder Bremen and kit supplier hummel are launching a special-edition shirt for the club’s campaign matchday for the first time this year. It puts diversity and inclusion front and centre in a way that is both visible and tangible.
Since 2016, SVW have dedicated one matchday each season to shining a light on inclusion. What began as a clear show of support has since become an integral part of Werder Bremen. On its 10th anniversary, the “We are diversity” slogan is getting the attention it deserves, with the club’s own special-edition shirt giving that message even greater visibility.
To strengthen that message, both the women’s team (29/03) and the men’s side (04/04) will wear the special-edition shirt on their respective dedicated matchdays. It is a message that applies to the whole club – on and off the pitch.
SV Werder Bremen stands for diversity and inclusion, which is why “We are diversity” appears in the shirt’s most prominent position – right across the chest. It sends a clear message: anyone who carries Werder in their heart is part of the Werder family, a community that embraces diversity and lives those values every day.
“The diversity shirt is not only visually striking, it is also an important statement on Werder Bremen’s annual matchday dedicated to inclusion. With the support of our two main sponsors, Matthäi and Ammerländer, who have made room on the front of the shirt for this special design, it underlines just how important diversity is within our club. Alongside the shirt itself, a range of activities linked to this matchday will also show how firmly we stand behind the issue of diversity and how actively we are working on it,” explained Werder’s managing director for sport and sustainability Anne-Kathrin Laufmann.
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Lars Stentebjerg, CEO at hummel, added: “At hummel, we firmly believe that sport has the power to bring people together and create a sense of belonging for everyone. We are very proud to make diversity visible and celebrate it as a lived value – not just a message – with this special-edition shirt for SV Werder Bremen. ‘We are diversity’ reflects our shared commitment to inclusion, which extends far beyond the pitch.”
Combining a clear position with retro-inspired aesthetics
The shirt was conceived and designed by Bremen-based designer Maria Elektra. Working closely with SVW, she came up with a design that draws on a range of different influences: “The inspiration came from the big, iconic shirts of the late 80s and early 90s – that understated geometric retro feel which has also found its way into streetwear. I wanted to pair that aesthetic with a deeply rooted set of values. To me, diversity means saying yes to a society that not only tolerates differences, but celebrates them as its most important foundation,” said Maria Elektra.
The idea was to show inclusion confidently rather than talk about it in abstract terms – in a way that feels positive, open and approachable. This is a shirt that works on the pitch and looks just as good off it.
One particularly special detail can be found on the shoulders: in Braille, “WERDER” appears on the left and “VIELFALT” (diversity) on the right. The use of tactile script means the message can also be experienced through touch by people who are blind or visually impaired.
That has also been made possible by the support of the club’s partners: Matthäi, main sponsor of the men’s team, and Ammerländer, main sponsor of the women’s team, have given up their usual place on the front of the shirt to make room for this important message. Both partners therefore appear in a much more understated way, with their logos, like the Bundesliga badge, rendered tonally in a single colour, fitting into the overall design and sitting alongside the Werder badge.
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On sale from 25th March
The special-edition shirt will be available from 10:00 CET on 25th March in the online shop and at the WERDER Fan-Welt by the stadium.
The diversity collection also features a T-shirt and socks, both of which are available from today. These standalone streetwear pieces feature an illustration created especially for the campaign: “The Werder badge and the globe walk arm in arm; they are not rigid symbols, but living figures. Facial expressions and gestures are universal. They work across every boundary. With this illustration, I wanted to show that diversity and inclusion do not have to be complicated. If we meet one another as equals, like these two figures do, everyone understands it – without a single word,” said Maria Elektra.
Ten years of this annual matchday dedicated to inclusion are not an end point. They are a clear commitment: diversity is part of Werder.
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