Nicola Cavanis becomes face of Augsburg's new kit

Hummels' partner becomes the face of FC Augsburg's new kit campaign.

Nicola Cavanis promotes Augsburg while raising fan excitement

Nicola Cavanis, the partner of World Cup winner Mats Hummels, is featured in a promotional campaign for FC Augsburg's new special edition kit. This collaboration deviates from the traditional practice of using only club players for such launches. Cavanis, a Munich native with a following of nearly two million on Instagram, showcased the team’s black and gold striking design, inspired by Augsburg's Roman heritage. The unveiling sparked enthusiastic reactions online, with fans expressing their excitement about the kit and the model's involvement. Club manager Michael Ströll highlighted their aim to continue the tradition of unique jersey designs after the success of a previous Roman-style kit, which focused on the city’s deep historical roots. The new kit will be available for purchase starting August 8, coinciding with Augsburg's traditional Peace Festival, and the team plans to debut it in upcoming friendly matches.

Cavanis's involvement in promoting a Bundesliga team marks a shift in how football clubs market their merchandise. Utilizing a public figure with a strong fanbase not only enhances visibility but also creates a connection between the sport and broader cultural interests. This approach reflects a growing trend where clubs leverage celebrity power to engage fans. The overwhelmingly positive fan response illustrates the potential for such collaborations to energize a club's image and boost merchandise sales. As Augsburg aims to establish a brand identity deeply rooted in its history, Cavanis stands as a fresh face capable of attracting both traditional supporters and a younger audience.

Highlights

The collaboration hints at innovative strategies for football marketing in the future.