Borussia Dortmund’s unveiling of their brand-new away kit for the 2025/26 season has been met with a wave of outrage from fans, forcing the club to address the backlash and promise corrective measures. While kit launches are usually moments of excitement, this latest release has instead ignited anger across social media, with many supporters arguing that the design strays too far from the club’s traditions.
The controversial away strip features a bold departure from the classic black-and-yellow identity that defines Dortmund. Instead, the kit showcases a predominantly grey base with neon pink accents, a look that many fans feel bears little connection to the club’s rich history. Complaints have poured in, with some describing the design as “soulless” and “a fashion experiment gone wrong,” while others accused the manufacturer of prioritizing commercial gimmicks over heritage.
Within hours of the reveal, the hashtag #NotOurDortmund was trending among the club’s supporters online, amplifying calls for Dortmund to rethink their approach. Some season ticket holders even voiced frustration at the club’s lack of consultation, pointing out that Borussia Dortmund prides itself on being a fans-first organization. Others drew comparisons with rival Bundesliga sides, noting that even when experimenting with modern kit designs, most clubs manage to keep their historical colors intact.
The backlash was significant enough that the club released an official statement acknowledging the discontent. A spokesperson admitted that the reaction from fans had been “louder and clearer than anticipated” and pledged to open discussions with both the kit manufacturer and supporter groups. The club emphasized that while they aim to embrace innovation and attract younger audiences, tradition and identity remain at the heart of Borussia Dortmund’s culture.
Reports suggest that Dortmund may already be exploring options to amend the design for later in the season, whether through special-edition kits or alternative releases that more closely align with fan expectations. Some insiders believe the backlash could accelerate discussions around greater supporter involvement in future kit design processes, an idea that has long been floated in fan forums.
For now, the controversy underscores the delicate balance clubs must strike between commercial appeal and respecting history. Borussia Dortmund has built its reputation not just on success on the pitch, but also on its close bond with supporters. How the club responds to this kit debacle will be an important test of that relationship, as fans wait to see if their voices truly carry the weight they expect.
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