Start with Why: What’s the Goal?

Why are you launching this kit? Sure, it’s to sell shirts, but it’s also about reinforcing your team’s identity. Is it a tribute to a historic win? A nod to your community? A bold new look for a new era?

Take Brentford FC, for example. When they launched their home kit for two consecutive seasons, the focus wasn’t just on sustainability (though that was key) but on connecting with fans who appreciated the club’s forward-thinking ethos. Every element of your launch should tie back to your story—and that starts with knowing your "why."

Tease Them (But Don’t Overdo It!)

Ever seen a movie trailer that gave away the entire plot? Your kit launch should be the opposite. Teasers are your chance to build intrigue. Share cryptic photos—a zoomed-in shot of the sleeve or a player walking away from the camera.

Remember Liverpool’s blackout teaser in 2020? Fans were hooked, dissecting every pixel for clues. Teasing isn’t about keeping fans guessing forever; it’s about leaving just enough breadcrumbs to have them eagerly awaiting reveal day.

Reveal with a Bang

Here’s the golden rule: your reveal day should feel like an event. Think bold visuals, dramatic music, and players showcasing the kit in a way that screams, “You need this.”

Manchester United nailed this with their retro-inspired 2021/22 kit launch video. It wasn’t just a reveal—it was a celebration of the club’s history. They brought in legends, used iconic moments, and tied it all together with a modern twist.

Your launch doesn’t have to involve Hollywood-level production, but it does need to evoke emotion. Fans should feel proud to wear it—and a little FOMO if they don’t.

Own the Narrative

Why should fans care about this kit? Because it’s not just fabric—it’s a statement. Make them feel the story behind it.

When AFC Wimbledon revealed their 2023 kit, they made it personal. The design honoured the volunteers who rebuilt the club after its rebirth. Fans connected with that story on an emotional level, turning the kit into more than just merchandise.

Use every channel to tell this story—behind-the-scenes interviews with designers, players sharing their favourite details, and even fan reactions to sneak peeks.

Go Big on Visual Content

Let’s face it: we’re all scrolling on our phones. If your launch visuals don’t grab attention within two seconds, they’re gone. Think vibrant photography, snappy videos, and content that feels authentic, not staged.

Take a cue from Juventus, whose slick kit launches consistently blur the line between fashion and football. Their shoots feel less like a standard sports campaign and more like an ad for high-end streetwear.

And remember, your content needs to work across platforms. That polished Instagram carousel? Make it into a TikTok reel, a YouTube short, and an email GIF. Maximise every pixel.

Make It About the Fans

Want fans to buy into your kit? Make them part of the experience. Offer pre-orders with their names printed on the back. Encourage them to share selfies in the kit using a campaign hashtag. Run a contest to win a signed shirt or a ticket to the launch event.

Celtic’s recent campaign nailed this by spotlighting real fans in their promotional videos. It wasn’t about celebrities or influencers—it was about the people who live and breathe the club.

When fans feel included, they’re not just buying a kit; they’re buying a piece of the club.

Don’t Be Afraid of Ads

Organic reach is great, but let’s be real—algorithms can be unpredictable. Boost your kit launch with some strategic paid campaigns. Retarget fans who’ve visited your site, promote teaser posts to key demographics, and run geo-targeted ads for regional fan hubs.

One of the best examples? Arsenal’s "No More Red" campaign, which promoted their all-white kit in collaboration with Adidas and anti-knife crime charities. They used paid media not just to sell shirts but to highlight a cause—and the campaign gained global attention.

Keep the Buzz Alive Post-Reveal

The kit’s been revealed—now what? Too many teams drop the ball here, letting the excitement fizzle out. Don’t make that mistake.

Use the weeks following your launch to share behind-the-scenes content, player interviews, and match-day photos of the kit in action. Run flash sales or exclusive promotions. Show fans that this kit is part of the journey, not just a one-day event.

Measure, Learn, Repeat

How do you know if your kit launch was a success? Data is your best friend. Track your website traffic, social media engagement, and—most importantly—kit sales.

But don’t stop there. Analyse what worked and what didn’t. Did fans engage more with teaser videos than still images? Were sales stronger after influencer posts? Use these insights to refine your next launch.

Ready to Elevate Your Kit Launch?

Launching a kit isn’t just about making it look good—it’s about making fans feel something. And when done right, a digital kit launch can boost sales, deepen loyalty, and expand your reach.

Need help planning your next launch? I’ve spent years crafting campaigns that stand out in the crowded digital sports landscape. From concept to execution, we'll help you create a kit launch strategy that’s as unforgettable as the kit itself.

Get in touch today—let’s make your next launch your best yet.