What's happened
A wave of new football kit designs is hitting top Scottish and European clubs as the 2026-27 season approaches. BBC Business collects notable releases from AC Milan to Celtic and Wales, with reactions ranging from praise for heritage-inspired designs to criticism of bold, modern looks.
What's behind the headline?
Analysis
- The shift in kit design signals clubs balancing tradition with modern branding, as clubs seek to stand out in a crowded market.
- Fans are reacting across social platforms, with value placed on provenance, quality of materials and comfort, as well as price points compared to rivals.
- Kit launches are increasingly part of broader branding strategies, including partnerships with national federations and sponsors.
What this means for readers: Expect more kit releases throughout the season, with price tiers and variants driving additional merchandise sales.
How we got here
The season kicks off with clubs unveiling new home and away designs ahead of a busy schedule, including domestic competitions and European qualifiers. Manufacturers include Adidas, Umbro, Macron and Hummel, with clubs highlighting heritage, sponsorships and fan engagement in their kit launches.
Our analysis
BBC Business provides a roundup of 2026-27 kit releases from multiple clubs and nations, including Wales and Scotland. The Scotsman offers critical takes on home and away designs, highlighting aesthetic flaws and market pricing. All outlets emphasize fan engagement and branding alongside traditional team heritage.
Go deeper
- Which club has the strongest home kit this season?
- How will price differences influence fan purchases this year?
- Are heritage-inspired designs more popular than bold new looks?
More on these topics
-
Adidas AG - Design company
Adidas AG is a German multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories.
-
Rangers F.C. - Association football club in Glasgow, Scotland
Rangers Football Club is a professional football club in Glasgow, Scotland. The team competes in the Scottish Premiership, the top division of Scottish football. The club is often referred to as Glasgow Rangers, though this has never been its official...
-
Umbro - Sportswear company
Umbro is an English sportswear and football equipment supplier based in Cheadle, near Manchester. Established in 1920, its products, which feature the company's "Double Diamond" logo, are sold in over 90 countries around the world.