Borussia Dortmund are known for their trendsetting marketing which has made them one of the most popular football clubs in the world despite being the perennial dark horse in a Bayern Munich-dominated Bundesliga.
Dortmund teamed up with Sesame Street to celebrate World Children’s Day, offering their 25/26 kits with a special identity.
The back of their home and away kits now feature some Sesame Street favourites and this new addition to their dossier is something that has really caught the eye of football kit aficianados.
Now THIS is fashion. @sesamestreet pic.twitter.com/qD6175saux
— Borussia Dortmund (@BlackYellow) September 20, 2025
Dortmund’s commercial tie-in with Sesame Street is about expanding cultural resonance. Instead of a plain launch, BVB uses familiar characters to create a playful, family-friendly story around the kit.
Sesame Street began in 1969 (by Children’s Television Workshop, now Sesame Workshop), and was created by Joan Ganz Cooney and Lloyd Morrisett. The show famously uses muppets, animation, and live-action to educate children in literacy, maths, and social skills. The show has been watched worldwide, with families in 140 countries being familiar with the show. One of the longest-running TV shows ever made, Sesame Street has won 222 Emmy Awards and 11 Grammy Awards, making it the most awarded children’s show of all time.
Beloved characters like Big Bird, Elmo, Cookie Monster, Bert & Ernie, Grover, and Oscar the Grouch have become household names and have made appearances in several instances of pop culture separate from the show. Elmo is one of the most recognizable muppets in history. Joining hands with such a beloved show makes Dortmund’s kit an instant hit with kids and families alike.
The German logo of the famous TV show sits below the kit number. This design is an attractive one due to its sweet display of iconic characters interweaved within the number graphic. This one is surely going to sell like hot cakes.
How did Fans React?
Fans on X were mostly happy about the quirky nature of the shirts, but some pockets of fans were united in their dislike for them. The kit has drawn 66% positive reactions, with a poll underneath the original tweet showcasing the same.
One fan thought it was a cool fashion statement.
Now THIS is fashion, Sesame Street showing grownups how to count to four and still slay the catwalk.
Another fan echoed the sentiment.
Can’t lie I’d wear TF outta that
One fan went out of the way to say that they’d spend any money to get the kit.
Drain my bank account I need this
Moreover, one user added that the kit needed fan favourite Count von Count on the kit too.
You're missing someone… pic.twitter.com/mIPpq3tMO1
— Mike Edwards 🔰🇾🇪🏴 #GlazersOut (@I_Am_Edwards24) September 21, 2025
However, not everyone was happy about it, complaining that corporate greed had taken away the sanctity of the kit, and called out Dortmund Managing Director Carsten Cramer out for this.
This is a disgrace! The back belongs to the Club, the players and the fans – not to another commercial! You sell our soul, Cramer!
Guess you can never do a good thing without some backlash.
The kit is out now for the 25/26 season, and can be bought from the official Dortmund store and Puma outlets.
