BIEBERGEMÜND/MUNICH Before the kickoff of the 2026 NFL Munich Game, American country musician and STRAUSS partner Drew Baldridge will sing the U.S. national anthem wearing a custom-made varsity jacket from STRAUSS. Ahead of the event, the country star visited the STRAUSS headquarters. The jacket was designed, sewn, and finished at the company’s CI FACTORY in Schlüchtern. A special detail in Baldridge’s jacket: The STRAUSS lettering on the back is made of Cordura—an exceptionally durable material that STRAUSS uses to reinforce the knee areas of its work pants.

 VARSITY JACKET WITH WORKWEAR FEATURES

This custom-made jacket combines the American collegiate style with signature elements from the STRAUSS product line. The back is adorned with large STRAUSS in varsity script, as also seen in the brand’s e:pic workwear line. The script is made of CORDURA®, an exceptionally durable fabric that STRAUSS also uses to reinforce high-wear areas of its work pants, such as the knees. The right sleeve features the U.S. flag, while the left sleeve bears the words “Farm Faith Family,” the title of Baldridge’s latest album. In March 2027, the singer will bring his Farm Faith Family World Tour to Germany. The jacket was produced at the company’s CI FACTORY in Schlüchtern. The facility is currently being expanded into a fully integrated center for customizable workwear—from digital configuration to finishing. Baldridge’s appearance in Munich combines STRAUSS’s NFL partnership with the company’s commitment to country music. STRAUSS is a partner of the Country Music Association (CMA); Baldridge’s music and voice are already part of the brand’s U.S. campaigns. 

STRAUSS EXPANDS NFL PARTNERSHIP

In 2026, STRAUSS expanded its NFL partnership to three international markets. Following the NFL Melbourne Game on September 11 and the two London Games on October 4 and 11, the NFL Munich Game will take place on November 15 at FC Bayern Munich’s stadium. The partnership in Australia supports the company’s planned market entry in 2027. In the UK, STRAUSS is launching its UK campaign immediately and strengthening its presence in the United Kingdom across all relevant distribution channels. In particular, the family-owned company aims to expand its physical availability in brick-and-mortar stores through retail partnerships. “American football brings people together far beyond the United States,” says Henning Strauss, CEO and Chief Brand Officer of STRAUSS. “Melbourne was a milestone on our journey to Australia, and we’ve carried that momentum with us to London and now to Munich. Having Drew perform before kickoff powerfully connects sports, music, and the world of work—and creates a special shared moment for fans on one of the biggest stages in sports.”