Spaten teams up with Singa on limited streetwear capsule “CHAMPIONS ARE MADE IN SILENCE”, blending boxing culture, sustainability and bold design.
Boxing values translated into streetwear
Premium beer brand Spaten, which has been increasingly active in the martial arts universe since 2024, is launching a special collection in partnership with Brazilian streetwear label Singa. The collaboration draws from the world of boxing and shines a light on a quieter, often unseen side of the sport, summarized in the line “CHAMPIONS ARE MADE IN SILENCE.”
The collab celebrates discipline, focus and silent dedication, elements that shape a true champion and that are central to Spaten’s fighting platform. The partnership connects boxing’s strength with the authenticity of streetwear, offering a sophisticated, contemporary view of sports-inspired fashion. It brings ring energy straight to the streets.
Limited capsule with Olympic boxers fronting the campaign
The capsule collection includes a sweatsuit set, two T-shirt models, a cap and shorts, all in limited quantities. Pieces are being sold exclusively through Singa’s website, underscoring the collectible aspect of the drop. Visual language and messaging are strongly aligned with the boxing theme.
The campaign is deeply connected to the ring and stars boxers Luiz “Bolinha” Oliveira and Jucielen Romeu, both participants in the Paris 2024 Olympic Games. Bolinha won silver at the 2025 Boxing World Championships (up to 60 kg) and gold at the 2022 Continental Championships (up to 57 kg), in Guayaquil. He is also the grandson of Servílio de Oliveira, the first Brazilian boxer to win an Olympic medal, in 1968.
Jucielen Romeu is a Pan American Games gold medalist (Santiago 2023, up to 57 kg) and a four-time Brazilian boxing champion. Their presence reinforces the idea that real champions are forged away from the spotlight, in everyday training sessions. The collection translates this mindset into clothing and visual storytelling.
Spaten expands its fighting narrative into fashion
According to Cinthia Klumpp, Spaten’s Marketing Director, the collab opens a new front for the brand’s message. “This collection with Singa allows us to bring the message of strength and discipline, so present in boxing, into a new territory: streetwear. Fashion is a powerful way to express attitude, and the pieces mirror exactly what our tagline says: ‘CHAMPIONS ARE MADE IN SILENCE,’” she explains.
For Cinthia, the project celebrates the invisible grind of training, along with focus and authenticity, values Spaten sees both in its traditional beer and in combat sports. In this sense, the collab is another chapter in the brand’s connection to the fighting world.
Singa leads creative direction with a sustainable lens
The collection was creatively developed by Singa, incorporating the brand’s sustainability principles. The label follows agroecological practices, including organic cotton farming in Brazil’s semi-arid region, and is committed to reducing environmental impact. Its design pillars include simplicity, timelessness, well-being and long-lasting garments.
“This collection was born from the encounter between Singa’s contemplative silence and Spaten’s strength,” says Lucas Verissimo, founder and creative director of Singa. He notes that aesthetic references came from 1970s boxing and its links to countercultural movements, which guided the overall look and feel. Boxing, as expressive as dance, helped define the collection’s mood.
Lucas adds that the collaboration also addresses something universal: the moment when a champion is truly forged, far from cameras, in their most human state — during training. This idea shaped both visual and narrative choices.
Handcrafted metal pieces by Estúdio Orth
The capsule also features exclusive items by Estúdio Orth, known for maximalist design and statement pieces. The studio created metal objects such as dumbbells and ropes, conceived as design pieces rather than conventional equipment. Each one is handcrafted by master artisans, one at a time.
These elements deepen the dialogue between sport, art and design, translating training symbols into collectible objects. They reinforce the experimental and elevated nature of the collab, which moves between function, symbolism and art.
Launch event in São Paulo brings together Spaten’s fight community
The collection debuted at an invite-only event at Centro Cultural Pivô, in São Paulo, gathering more than 100 guests, including members of Spaten’s fighting community. Attendees were able to see the pieces firsthand in an environment that echoed art and urban culture.
“It’s interesting to see a clothing collection inspired by boxing, a sport that demands a strict routine of training, sweat and discipline. These are positive messages that boxing carries and that I am proud to represent. I feel honored to be part of this Spaten and Singa collaboration,” says boxer Luiz “Bolinha” Oliveira.
Spaten’s martial arts platform and premium market growth
In 2024, Spaten launched its own martial arts platform in Brazil to promote major historic fights. For the brand, martial arts are rooted in discipline, strategy, ancestry and storytelling. Since then, Spaten has rolled out multiple initiatives within this platform, positioning itself firmly in the combat sports space.
Highlights include Spaten Fight Night and the brand’s role as official UFC sponsor in Brazil. Spaten also created a squad of top martial arts names — Flávio Canto, Kyra Gracie, Rafaela Silva and Beatriz Ferreira — who have served as ambassadors since 2024. These partnerships reinforce the beer’s credibility in the arena.
Spaten’s strength shows in its consistent growth within Ambev’s premium beer portfolio. The brand helped the company reclaim leadership in the premium segment. According to the latest financial results released in October, Ambev’s premium beers grew 15% year over year, marking the 18th consecutive quarter of expansion.
