Second division English football club Aston Villa has announced the launch of new team kits for 2018/19 season along with a unique three-way kit partnership with US-based global sportswear and merchandising giant Fanatics and local premium menswear brand Luke 1977.
The club has also extended its deal with 32Red, a British online casino company, as their Principal Sponsor.
Fanatics will serve the club as their Official Kit Manufacturer while Luke 1977 will be the Official Technical Partner.
“Our latest home jersey features the more traditional claret colour – and there’s further strong nods to the past with William McGregor featuring on the back collar while the collar and cuff carry 12 stripes – signifying the founding members of the Football League,” states the official release from the club.
The club has said that the away jersey is a club classic with a modern twist, taking elements of the white strip that was donned on the night of our glorious European Cup victory of 1982. Aligning with the home shirt, McGregor and the 12 founding members are represented on the away jersey, as well as prominent claret rims on the sleeves and collar.
Luke Organ, the club’s Chief Commercial Officer, said, “We’ve been very proud to pioneer the three-way technical partnership alongside Luke 1977 and Fanatics, which has helped us increase the creative input opportunities with the new kits. We’ve essentially taken back control of the look and feel and listened strongly to fan sentiment – and we’re delighted with the finished products.”
“The three-way technical partnership is a ground-breaking move within sport, it’s a true collaboration and has helped us deliver the very best product for our fans as we draw on the huge and very distinctive strengths of Luke 1977 and Fanatics.”
“If the partnership between all of us is trailblazing now, the new kits also look back fondly to our innovative past too – William McGregor and his huge role in the formation of the Football League 130 years ago. That’s something we’re immensely proud of and something we will never forget.”
Luke Roper, Creative Director at Luke 1977, said, “Aston Villa are a giant of a club, an institution, and having supported them since I was a boy, this is a proud moment for myself and everyone connected with Luke 1977. We understand the history of our great club, we understand the fans and we are ready for the season ahead.”
Danny Downs, Business Development Director at Fanatics, added: “The reason we’re called Fanatics is that the fan is at the heart of everything we do – and we’re certainly proud to be involved in this partnership with Aston Villa and Luke 1977 which puts supporters first.”
“It’s an innovative partnership and we’re delighted that fans can finally see the finished products after months of hard work from all parties. Our role saw us come up with a brief about what we thought the high notes of the club should be – and how they should resonate through kit design.”
“We took that to a basic design concept and then it was very rewarding working on that alongside Luke 1977 – a leading fashion house and headed up by a die-hard Aston Villa fan. We then took the finished design into production and now we’re thrilled to bring that finished product into the market.”
The club has also revealed a new digital platform at the launch of their new kit for the 2018/19 Championship season. The new portal, developed by digital agency Isobar, allows fans to take a 360-degree look at the new kit, as well as walk through the key elements of the shirt.
The microsite, which is accessible via a QR code in the shape of the club’s crest, was the only place fans could view the new kit until 11amon 9th July. The innovative move saw the club plant posters around Birmingham city centre and was supported by a more traditional campaign on billboards and social media to ensure that fans were reached across all platforms.