Schalke unveiled a retro away jersey on 6 August and within two-and-a-half hours, their stock was sold out – a reported 40,000 jerseys, according to Kicker.
“I don’t know how many clubs have ever done or achieved that,” S04 CEO Matthias Tillmann told Sky Germany. “You can’t plan something like that, it’s just crazy.”
Schalke’s historic club crest dons the chest, a move which was well received by fans.
“If we manage to achieve sales throughout the entire season as planned, then we will sell more jerseys this season than in any single year of the last ten years,” added Tillmann.
Made by Adidas, few predicted Schalke’s success. “They work with many different clubs and have seen it all,” said Tillmann. “But the comment from an Adidas employee to me on Thursday said: ‘You’re the boss of one of the craziest clubs in Europe’.”
Schalke’s 2026/27 begins at Hallescher in the DFB Pokal on 24 August before travelling to Augsburg a week later in the Bundesliga, their first game in Germany’s top flight after a three-year absence.
