The incredible story of Footy Headlines

The interface is simple, the layout even simpler, but the content is rich. Welcome to Footy Headlines. From officially revealed jerseys to leaks of kits for upcoming seasons – the famous leaks – the German website has indeed become a reference for football equipment news. Enough to make it a must-visit for those curious about stolen photos of Chelsea’s future jersey or Vinícius Júnior’s new boots. Let’s look back at an unlikely story.

Nike boots as a driving force

It all started in Munich, Germany, around 2011. In their homeland, Chris and his older brother Pat wanted to break their routine by founding a website covering football news. « Nothing too serious, » recalls Chris. « We just wanted to create a site where we would talk about current football events, and that’s why we gave it the generic name ‘Footy Headlines’ » (The big football headlines, in French).

Not very committed to the media at first, the brothers posted only a few scattered articles until a turning point in 2012. While studying for his baccalaureate, Chris cleared his head by posting about the jerseys of the teams qualified for the Poland-Ukraine Euro. « It had some minor success, » he says.

We just wanted to create a site where we would talk about current football events, and that’s why we gave it the generic name ‘Footy Headlines’

The potential was thus discovered, allowing the site to reach its target audience in early 2013. « In January, we posted photos of Nike’s new boots, the Mercurial Vapor 9. For some inexplicable reason, our site ranked highly on Google, attracting thousands of visitors. That’s when I realized the potential we could draw from Footy Headlines, and we decided to take it seriously. »

With his high school diploma in hand, the Footy Headlines adventure could truly begin for Chris, who gave up the idea of finishing his university studies in exchange for his passion for sportswear.

From PES to kit culture

However, the birth of this project is not credited to Chris. It’s actually his brother Pat who deserves the credit. « My brother is behind everything you see today. Initially, he created PES patches » (patches are modifications that allow users to edit video game content, popularized especially with Pro Evolution Soccer). « From 2009 to 2014, his patch, PES Edit, was the most used in the world. When I started focusing on Footy Headlines, he came to assist me and took care of the entire layout. »

Though the site wasn’t generating any income back then, it gained a lot of recognition. The big draw: football boots. The early 2010s were a time of major technical advancements for brands, drawing the attention of amateur players eager to find the ideal pair. « Our first big successes definitely came thanks to boots, » confirms Chris. « Especially with the arrival of high-cut boots, which somewhat revolutionized the market. But it was just a passing trend. »

2014 was a major turning point. Brands started putting more effort into launching their kits, creating increasingly refined designs. We took advantage of that

Chris was spot on. After the 2014 World Cup, the boot market stalled, and fans grew tired. The team needed a new tool to reignite interest. Chris adds: « 2014 was a major turning point. Brands started putting more effort into launching their kits, creating increasingly refined designs. We took advantage of that. » Shifting focus away from the boot niche, Footy Headlines embraced its new identity centered on kit culture. For good.

Research work

Since its creation, the German website has established itself as the top leaker of future kits. What’s their secret for getting their hands on designs protected by giants like Nike, Adidas, or Puma? Insiders? Designer friends spilling the beans? No, says Chris, although he admits that « it would certainly make things easier! »

« We actually invest a lot of time researching information, which can be very time-consuming and frustrating. It’s behind-the-scenes work that many don’t see, but it represents a large part of our activity: searching, searching, and searching some more, » he explains.

Sometimes, thanks to the growing fame of the media, they get tips from kit enthusiasts, which help them dive deeper into their research. With leaks coming out months before the clubs’ official announcements, one might think that the risk of conflict with manufacturers or the clubs themselves is high.

If the brands don’t like what we publish, we try to find a solution that works for both parties, without sacrificing our independence

Chris assures, however, that no complaints have been filed by any football entities, clarifying that Footy Headlines’ goal is not to steal others’ work: « We want to create a beneficial relationship between us and the clubs. Our content is often shared on social media and in the press. If the brands don’t like what we publish, we try to find a solution that works for both parties, without sacrificing our independence. »

The little brother steps in

These cordial agreements are paying off, as some clubs have directly contacted Chris: « Last year, Red Bull Salzburg invited us to the launch of their new Champions League kit. We had leaked the jersey the day before the event, and I was really worried about their reaction. Luckily, they weren’t angry—or at least they didn’t show it! »

Thanks to its independence, Footy Headlines ensures that it does not get directly involved with clubs and their manufacturers, avoiding becoming a communication platform for them. Even though, inadvertently, the excitement their leaks generate is beneficial for the exposure of future products.

We leaked the jersey the day before the event, and I was really worried about their reaction. Luckily, they weren’t angry—or at least they didn’t show it!

Moreover, the Footy Headlines universe is expanding with the arrival of a new project: Football Kit Archive. « Football Kit Archive » (a sort of football kit library) « is an idea from my younger brother Simon, and it’s been incredibly successful. Knowing that your little brother’s website is more popular than yours stings a bit, but it motivates me to develop Footy Headlines even more, » laughs Chris.

Finally, everyone wins, and Footy Headlines’ kit leaks will continue to shape the lives of football fans for years to come.

Comments from Chris collected by AB and LT.