The AS Saint-Étienne unveiled its new home jersey for the 2025-2026 season at an event at the Cité du design, a collaboration with the designer Léa Bourgier. This tunic highlights five pictograms celebrating the heritage of Stéphanois and is accompanied by a range of two colours, cream and khaki, including polos, t-shirts, jackets, trousers and shorts. This collection, appreciated for its sober, elegant and modern style, has a notable success, with stock breaks on some items, including kids’ t-shirts and polos, and adult cream zip jackets. This range is also designed to accompany players at off-site events, reflecting the club’s desire to strengthen its visual identity while maintaining a valuable clothing line.

Along with these new clothes, AS Saint-Étienne pursues a strategy to strengthen its workforce. After the arrivals of Cardona, Bernauer and Jaber, the club recently signed Chico Lamba, a promising young defender revealed to Euro U21. This signature, made discreetly after a fierce competition for the player, demonstrates the club’s willingness to rebuild its team and position itself as one of the major players in French football, with undeniable commercial success, thanks in particular to the strong attachment of the fans to the home jersey. Lamba’s arrival is part of a broader strategy to meet the needs of lateral positions.

Finally, the club also works to develop its technical team. The arrival of Eirik Horneland as a new coach is accompanied by reinforcements in the physical staff and performance, with the hiring of two physical preparers and one performance manager from England. This approach aims to set up training based on intense dry cleaning, requiring players able to meet these requirements. Although the results are not expected in the short term, the club is convinced that this approach, rooted in the tradition of English football, will build a solid foundation for the future.