The Art of The Kit Launch

Unveiled at Anfield, in proud fashion, New Balance and Liverpool team up for the fresh and tasty 2015/16 home kit.


Themed under the campaign of ‘Hold Nothing Back’the core feature of the new shirt is a chequerboard jacquard, which draws inspiration from the LFC fans in one of the most iconic stands in world football – The Kop.


Hold nothing back, they certainly haven’t. This was a big deal for the brand as much as the club – both delivering in fine fashion. The attention to detail on the kit is brilliant. In every essence, this is a football kit.

The flags and scarves fans hold aloft on match day create a visually captivating red and white mosaic, which is hinted at through the shirt. The design is linked to New Balance’s new LFC campaign, #HoldNothingBack, a reflection on the team and fans’ attitude towards the club. The kit is the first to be released by New Balance and will be available to buy from 14th May 2015.



The kit has a sleek and sophisticated style, and celebrates some of the classic moments of LFC’s history. It is reminiscent of shirts that club legends like Kenny Dalglish wore as part of the dominant side in the 1980s. The simplicity of the design honours the clubs illustrious heritage. The shirt is engineered to offer the players the latest in performance innovation, kit technology and garment optimisation.



General Manager of New Balance Football Richard Wright commented on the first New Balance designed shirt the LFC players will wear, “As we enter into a new era between New Balance and Liverpool Football Club, we want to celebrate the sacred bond between the club, the fans and the players. We have worked closely with LFC throughout the design process and I believe the product team has captured this bond in the shirt textile design. At New Balance we pride ourselves in being at the forefront of technical innovation and this shirt sets the benchmark for football performance wear.”



Vice-Captain Jordan Henderson added, “The kit feels great and I’m pleased the New Balance team considered what the players need from a kit when it was designed. The material is very comfortable and the players are delighted with the result.”



Billy Hogan, Chief Commercial Officer, Liverpool FC, said: “We are very excited to be launching our first kit in partnership with New Balance, which is one of the world’s leading sportswear brands.

“Like LFC, New Balance has over 100 years of heritage and it’s fitting that the first kit launched as part of this record-breaking partnership celebrates the Club’s illustrious history and worldwide fan base.”




The kit incorporates NB Dry, technology that helps keep the body cool and dry whilst being active. The moisture wicking fabric releases moisture away from the body, making it fast drying, and it is anatomically fitted to form around the player’s body shape for ease of movement. Finished with mesh panelling under the arms, the design aims to help airflow around the body. Twin needle stitching runs around the circumference of the shirts hem and twin heat transfer tipping to the cuff gives a seam-free finish and to prevent abrasion. The unmistakable Liverpool red with the front panel jacquard is finished with an integrated collar.



The New Balance 2015/16 LFC Home Kit is available to pre-order now at here. Hats off to ’em – it’s a belter.

Looking right on cool, adidas have today released the ‘Black Pack’ – taking inspiration from the wave of blackout boots that have swept across the world of football, it see’s the next creations from the #ThereWillBeHaters campaign.BlackPack_Group_PR_8000x4000px_04

There will be new versions of each of its f50, Predator, Nitrocharge and 11Pro silos. A classic cut with a smasher of a design on each – these truly are fantastic additions to the ever growing collection of beautiful boots that have already been released in 2015.





The beauty is all in the detail and this pack has held no punches – a tremendous variation on the silos in circulation.













Each of the four silos has been given a dramatic re-design, while retaining the latest technological innovations of the #ThereWillBeHaters boots.

Each silo features a unique re-designed upper based on specific medieval characteristics. The uncompromising new designs bring to life the classic look of the black-out series as well as the provocative tone of #ThereWillBeHaters.

Right on the money.

Recently you might have seen a couple of posts about pre-season campaigns by a couple of clubs on home shores… I thought it only right to take a look at some work that is going on overseas. Where better to look than Brazil?

And so, here is ‘Cada 1 é 11’ by Brazilian giants Sport Club Internacional – direct translation of ‘Each 1 is 11’ – a campaign that aims to express that the fans are as much part of the starting 11…as the starting 11. Quite often the 12th Man and inspiration behind the name of this here blog, there’s no denying that fans make the beautiful game we all go nuts for.

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With the help of Brazilian photographer Thiago Peraça the Porto Alegre based club have delivered a campaign of high value – sporting a pretty swish (swoosh) kit in a belter of a stadium to boot.

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This is a really smart campaign – so clean and well packaged – this is piece is in the build up for an upcoming fixture. Simple and effective.

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How about this for a place to do the biz too – the Estádio Beira-Rio, notably one of the 2014 Brazil World Cup Venues. It’s a work of art in itself.

Sport Club Internacional design football website 12elfth man nike stadium

Stellar campaign, kit, design and fans – ace. Find out everything you need to know about Sport Club Internacional here.

Ok, the European football season is yet to reach its conclusion throughout the land. We get that…alas – it is no great surprise that next years kits have or are being decided and clubs up and down the place are putting plans in place for what lies ahead in the 15/16 season.

I always look forward to this time of year, it’s a point in which many creative ideas come to fruition.

A fine example is that of Wolverhampton Wanderers’ 15/16 early bird season ticket offer.

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Acknowledging that supporting a team such as their – especially in recent years can be a topsy turvy affair but with the lows come the very highs. This is the bespoke site they have set up.

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The creative is clean, making use of the clubs hallmark hexagonal shape embedded into the clubs culture.

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This video helps tell the story, charting the clubs history – riding the roller coaster.


Really smart stuff from a well organised and design focused club. Wolves have created a beautiful brand and image of their club.

Here’s a few other things of theirs I’ve featured in the past:

14/15 kit launch
Rebranding exercise by Raw

Tip top.

A short and sweet, but big move this one as Umbro look to put the heart and soul into PSV Eindhoven.

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Announcing a deal that will last for 5 years, kicking off at the start of the 15/16 season, Umbro have brought the current Dutch leaders and 21-times Eredivisie champions onto their list of teams they will be threading.

A rich history and another team that has won countless competitions, Umbro are choosing wisely, collaborating with teams that like the taste of winning. A smart strategy met with heart and soul.

Looking forward to seeing the kits!

See more info about umbro x PSV here.

This collaborative project saw FC Barcelona and Nike combine forces with creative agency Oxigen.

The brief: To create Limited edition packaging that contains the FC Barcelona official jersey of the third team of the Champions of the season 2014/15.

The packaging must transmit in the light and the contrast of the colours of the jersey. Under the slogan “Flash of Brilliance” looks for an effect of luminosity and brightness of shines so much in the colours and in the finishes.

It is so beautiful.

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Oxigen have helped produce similar packages for other kits this seasons home kit:

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You can also see the illustration work that ILoveDust produced feature in the package – the ‘Crafted to Win’ piece is another peach.

Oxigen also worked on last seasons 13/14 home number:

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Triumphant execution and exquisite delivery – gotta hand it to them, they have represented the values of FCB in an incredibly classy fashion. Respect for the club, respect for the shirt and respect to those behind it. Massive fan.

You can find out more about Oxigen here.