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TSG Hoffenheim launches the lifestyle brand »umoja«. With the sustainable textiles produced in Africa, the Bundesliga club supports development projects in East African Uganda. The brand strategy, logo design and name are a joint project of TSG, the CSR agency Wagner and MUTABOR.

Football Bundesliga team TSG Hoffenheim has founded a textile and lifestyle brand called »umoja«. What’s special? From the cotton harvest to dyeing, sewing and shipping, the entire value chain in Uganda is carried out under fair and sustainable conditions. The first collection has now been presented to the public. The purchase of umoja products sustainably supports the economy in Uganda. The aim of the collaboration brand is to acquire not only B2C customers but also clubs, companies and institutions as partners for a development aid movement. The strategic development of the brand, the logo and the name are a joint project of TSG, Wagner Büro for CSR, Marketing and Communication and MUTABOR.

The idea behind name and logo
The term umoja comes from the Ugandan national language Swahili and means unity. The wordmark is composed of typical African patterns and symbols of African aphorisms. The two initial letters form the logo, which is inspired by an African mask. »Bringing in our expertise as brand strategists and designers for valuable CSR projects such as umoja is a personal endeavor for us. umoja is more than just a brand for sports and lifestyle products. We see it as sports development aid,« explains Heinrich Paravicini. Recently, we won several awards for our work with the NGO fishAct. fishAct is committed to fighting overfishing of the oceans.

Quelle: TSG Hoffenheim

Details about umoja: It is an ethical-leisure brand conceived in Germany, built in Africa.
TSG Hoffenheim has already been involved in various programs on the African continent for several years. As part of the future strategy, »TSG is movement«, the club has also been cooperating with the German Federal Ministry for Economic Cooperation and Development (BMZ) for more than a year. The first umoja collection is 100 percent manufactured in Uganda. The cotton: grown, harvested and »Cotton made in Africa« certified in the Kasese region. The entire value chain takes place under fair and safe working conditions – from growing and harvesting the cotton to de-coring, spinning, weaving, sewing and the finished product. 10 percent of the gross proceeds flow directly back to Uganda, especially to the cotton-growing regions and education and development projects there. Further information: www.umoja.blue