1. Nostalgia-Driven Designs

Why does nostalgia work? Because it taps into the emotions of your loyal fanbase. Arsenal’s 2024/25 home kit is a perfect example. Its gold accents are a clear nod to their 2001/02 double-winning season, reminding fans of past glories. Manchester United took a similar route, drawing inspiration from their iconic 1998/99 treble season.

How can you apply this?

• If your club has a historic achievement, weave it into your design. Fans don’t just buy a kit—they buy the memories and pride that come with it.

• Use storytelling in your campaigns. Share throwback footage, player interviews, and fan memories alongside your kit launch. For example, why not feature a former club legend talking about the inspiration behind the kit?

2. Innovative Digital Campaigns

Digital-first campaigns are dominating the 2024/25 season. Arsenal nailed this with their high-production launch video featuring slick visuals and influencer collaborations. Newcastle United took another creative route by featuring club legends in their campaign video, connecting their past with their future.

What does this mean for you?

• Invest in content that grabs attention. A cinematic video with your star players is a given, but think bigger. Could you feature fans as part of the reveal?

• Collaborate with local influencers or cultural icons. Newcastle could have tapped into Geordie comedians or musicians to add even more regional authenticity.

3. Fashion Collaborations

Football and fashion are merging in exciting ways. Tottenham Hotspur’s limited-edition release with a streetwear brand took their kit beyond the pitch, turning it into a lifestyle statement. Manchester City’s Noel Gallagher-designed special edition shirt merged music and sport to perfection, broadening its appeal to Oasis fans.

How can your club do this?

• Think about your audience. Are you appealing to die-hard fans, or are you looking to attract casual followers? A partnership with a local designer or artist could help you connect with both.

• Consider creating capsule collections. Limited-edition shirts or merchandise, available for a short time only, can drive urgency and exclusivity.

Opportunities for Enhancing Kit Launch Strategies

1. Interactive Fan Engagement

Fans want to feel involved. What if they could vote on your kit design? Or customise a virtual version of the shirt with their name or number before launch? Personalisation strengthens loyalty.

Real-world example:
Nike allowed fans to send personalised messages inside England’s Women’s World Cup kits, creating a buzz that went beyond the tournament. Clubs could replicate this for pre-orders or season ticket holders.

What’s next?

• Host online polls or live-streamed Q&A sessions during the design process. This turns fans into co-creators.

• Use AR (augmented reality) to let fans “try on” kits digitally through their smartphones.

2. Utilising Emerging Social Media Platforms

TikTok is a game-changer for reaching younger fans. Clubs like Liverpool and Burnley have embraced the platform, using trends, sounds, and humour to create engaging content. Kit launches are the perfect moment to go viral.

Application ideas:

• Create short, snappy “unboxing” videos with your star players.

• Partner with popular TikTok creators to extend your reach. Think of how musicians use duets—clubs could mimic this by encouraging fans to “react” to their kit launch videos.

3. Data-Driven Marketing

Your fans’ behaviour tells you everything you need to know about how to market to them. Data tools like Meta Ads Manager and TikTok’s analytics can help you target your content to the right people, at the right time.

Example:
Brentford used fan data to create tailored campaigns, promoting family-focused ads for their home kits and lifestyle content for away kits. This segmentation means their message is always relevant.

Your next step:

• Use data to create regional campaigns. Fans in London might respond to different messaging than those in the Midlands.

• Leverage email marketing. Offer exclusive early access to your most engaged fans—whether they’re season ticket holders or the top 10% of your online store customers.

Why It All Matters

Kit launches aren’t just about a new design. They’re about telling your club’s story, engaging your fans, and creating moments that make headlines. Nostalgia, creativity, and fan-first thinking are the cornerstones of a successful campaign.

So, what’s your next move? At Dropshot Agency, we bring expertise in strategy, creative design, and activation to help clubs like yours take kit launches to the next level. Want to learn more? Check out our Insights for fresh ideas, or get in touch today.