STANDS: Against the Run
STANDS: Against the Run is a one-on-one conversation series hosted by Amadeus Thüner and „Die Straße trägt St. Pauli“. Each episode features a creative, activist, or thinker whose work exists at the intersection of streetwear, subculture, and football-inspired culture — and who has chosen to take a stand. From the terraces to the dance floor, from independent zines to global collaborations, these are stories of people shaping culture, not just consuming it. Guests bring a personal object — a shirt, a banner, a zine, a cassette — as a starting point for a conversation about roots, resistance, and the realities of cultural w...
Against the Run with Rich Orosco & Martin Drust: Building Clubs People Belong To
Connecting Culture, Community, and the Game
Los Angeles and Hamburg offer very different settings for football. For LAFC and FC St. Pauli, the challenge is equally demanding: a club’s identity has to mean something to people beyond its own marketing. Rich Orosco is Chief Brand Officer at Los Angeles Football Club, where music and local partnerships have become part of the club’s public life. Martin Drust leads brand work at FC St. Pauli, whose relationship with its neighbourhood and supporters gives every commercial decision particular weight. They bring two perspectives on how a football club grows while stay...
Against the Run with Asad Raza: The Football Stories We Remember
Connecting Culture, Community, and the Game
A match ends after ninety minutes. The shirt someone wore, the song they heard on the way there or the place where they watched it can stay with them for decades. Those details are part of football’s history too. Asad Raza is Editor in Chief of MUNDIAL, the football magazine known for stories about supporters, travel, kits and the lives surrounding the game. His own writing pays close attention to matchday rituals and to the objects through which fans remember football. It offers a useful perspective on what sports media can preserve wh...
Against the Run with Katharine Curran: Who Gets to Shape Women’s Football?
Connecting Culture, Community, and the Game
Women’s football is attracting investment, new audiences and ambitious brands. The decisions made during that growth will shape who feels welcome in the game and who shares in its success.
Katharine Curran is an investor at Monarch Collective, which focuses exclusively on women’s sports. Before that, she led marketing at Manchester City Women and worked in strategy at City Football Group. Monarch has invested in FC Viktoria Berlin, and Katharine co-authored Whose Game Is It Going To Be?, a set of eleven theses on the culture and business of wome...
Against the Run with Jeff Staple: When Streetwear Meets FC St. Pauli
Connecting Culture, Community, and the Game
A football shirt can carry more than a club crest. It can tell a story about a city, a community and the people who choose to wear it. That is the territory Jeff Staple enters with his first collaboration with FC St. Pauli. Jeff founded STAPLE in New York in 1997 and created the Nike SB “Pigeon” Dunk, a defining sneaker in streetwear culture. His work has long explored how an object becomes a symbol people make their own. The collaboration with FC St. Pauli brings that question into football, where identity belongs to supp...
Against the Run with Niko Backspin (Serviceplan Culture)
Connecting Culture, Community, and the Game
For more than 25 years, Niko has documented and shaped German Hip-Hop culture through storytelling that bridges music, sport, and cultural identity. A lifelong supporter of football and US sports, he knows what connects fans across boundaries: community, creativity, and conversation.
Today, in his role at Serviceplan Culture, Niko builds connections between brands and subcultures, helping translate authentic stories into meaningful impact. As one of the moderators of STANDS in 2025, he stands at the heart of the dialogue between streetwear, football, and culture.
Against the Run with Alexander Timm (Head of Merchandising FC St. Pauli)
Merch isn't just merch when it tells a story
As both strategist and cultural connector, Alexander helped transform the idea of football merchandising into something far beyond commerce — into a language of identity and resistance. With STANDS, he co-created a platform that brings together streetwear, subculture, and football to celebrate creativity, community, and conviction.
In this conversation, Amadeus and Alexander talk about how the STANDS concept was born, the role of culture in shaping modern football identity, and why collaboration and contradiction are vital to keeping the movement alive.
Against the Run with Rachel Rinast (Former professional footballer, TV expert and football commentator)
Playing, Commentating, and Redefining Football Culture
Rachel Rinast’s journey spans over 170 club appearances for 1. FC Köln, 48 caps for the Swiss national team, and appearances at both the European Championship and the World Cup. Since 2024, she has been playing for FC St. Pauli, bringing experience and presence to the Millerntor. Beyond the pitch, she is the first woman to commentate Premier League matches for Sky Germany, and today works as a football expert at SRF.
More than just a player, Rachel represents stance, friction, and change — carving out space in a structure that is often closed. Toget...
Against the Run with Nico Willson (Co-Founder FUTSOL)
Football as Cultural Language Beyond the Pitch
With a background in journalism and brand marketing, Nico Willson has built products and narratives that reflect identity, creativity, and connection, using football as a lens for cultural storytelling far beyond 90 minutes.
Together, Amadeus and Nico explore how football continues to inspire new forms of design and community, why storytelling matters as much as product, and what it means to create cultural impact from the ground up. Listen now — everywhere you get your podcasts.
Against the Run with Ed Cowburn (Founder ACID FC)
Ed Cowburn (Acid FC) on creating a new football language — and why culture needs codes as much as kits.
Ed founded Acid FC with the vision of creating something beyond kits, beyond fashion — a new kind of football language. Rooted in design and subculture, his work blurs the line between sport, story, and ceremony. At the heart of Acid FC lies a code: A.C.I.D.F.C. — Anarchy. Community. Imagination. Distortion. Freedom. Ceremony. Together, Amadeus and Ed explore what it means to reimagine football culture, why design can act as protest, and how symbols and codes can carry...
Against the Run with Till Jagla (Founder Flowers For Society)
Two Decades at the Frontlines of Sneakers, Streetwear & Cultural Impact
In this premiere episode of STANDS: Against the Run, host Amadeus Thüner sits down with Till Jagla — a cultural strategist and creative leader with over 20 years of experience in the global sneaker, streetwear, and fashion industry.
From senior roles at adidas and New Balance to founding Flowers for Society, Till has been shaping product strategies, brand narratives, and cultural moments that resonate far beyond the shelves. Today, he advises brands, entrepreneurs, and organizations on turning vision into meaningful, lasting impact.
Together, Amadeus and Till exp...
