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Against the Run with Alexander Timm (Head of Merchandising FC St. Pauli)
Episode 5
Published 11 months, 1 week ago
Description
Merch isn't just merch when it tells a story
As both strategist and cultural connector, Alexander helped transform the idea of football merchandising into something far beyond commerce — into a language of identity and resistance. With STANDS, he co-created a platform that brings together streetwear, subculture, and football to celebrate creativity, community, and conviction.
In this conversation, Amadeus and Alexander talk about how the STANDS concept was born, the role of culture in shaping modern football identity, and why collaboration and contradiction are vital to keeping the movement alive.