The Key Dates When Football Clubs Release New Kits

Never miss out on those shirts that sell out extremely fast.

Stefan Haas

Founder

Thu, 12 Sep 2024

Football shirts have evolved far beyond simple player gear — they now represent club pride, serve as fashion statements, and are a key part of a team's identity. Fans eagerly anticipate new kit designs, and clubs take full advantage of different moments in the football calendar to unveil them.

So, when do clubs release new shirts? While most releases happen at the start of the season, many clubs also strategically drop special-edition kits throughout the year to keep fans excited and engaged. Let’s explore the key dates and events driving these releases.

AC Milan x Lotto 1996/97 Home Shirt

2. Mid-Season: Special Edition Kits

Football clubs are increasingly tapping into special edition kits to keep their designs fresh and maintain fan engagement throughout the season. These kits are often released to mark a particular event or theme, and they’ve become a huge hit, adding an extra layer of excitement for collectors and supporters. Here are some key examples:

Football clubs are increasingly tapping into special edition kits to keep their designs fresh and maintain fan engagement throughout the season. These kits are often released to mark a particular event or theme, and they’ve become a huge hit, adding an extra layer of excitement for collectors and supporters. Here are some key examples:

  • Halloween Kits: A growing trend in football, clubs release spooky-themed kits around the end of October. These often feature dark colors like black, orange, and purple, with eerie patterns or logos modified to fit the Halloween aesthetic.

  • Christmas Kits: The festive period provides another opportunity for clubs to create special edition kits. Christmas kits are often brighter, incorporating red, green, white, and sometimes featuring holiday-themed icons like snowflakes or Christmas trees. Clubs release these kits in late November or early December, ahead of the Christmas fixtures.

Special Christmas & Halloween shirts released by Napoli.

  • Chinese New Year Kits: Some clubs, especially those with significant global fanbases, like Manchester United or Paris Saint-Germain, release Chinese New Year kits around January or February. These designs often incorporate traditional Chinese motifs and are highly sought after by collectors.

Special Man City Chinese New Year kit, revealed on January 10th.

3. Commemorative Kits: Anniversary & Tribute Kits

Another important occasion for clubs to release a new kit is during an anniversary celebration. Clubs might mark significant dates in their history, such as the 100th anniversary of their founding or a famous victory, by releasing a retro-inspired kit. These often blend modern design with classic elements from the club's past, paying homage to a golden era.

Additionally, tribute kits are sometimes launched in memory of a former player, manager, or significant figure related to the club. A portion of the proceeds from these kits may go towards a foundation or charity linked to the individual being honored.

Special kit for Ajax's 50 year anniversary for their first European Cup victory.

4. International Competitions & Final Editions

For clubs competing in international tournaments like the UEFA Champions League or Europa League, special edition kits are sometimes released to commemorate their participation or success. These kits usually feature unique patterns or tweaks from their standard season kits, often reflecting the prestige of competing on the European stage.

Clubs also capitalize on cup finals, like domestic or continental cup matches, to release a "final edition" kit, adding to the grandeur and hype surrounding the big match. These kits usually feature special detailing, such as embroidery or badges marking the final.

Man City's 'Definitely City' jersey for their 24/25 Champions League campaign.

Conclusion

Football shirt releases have evolved beyond the standard pre-season unveiling, with clubs taking advantage of various special events, holidays, and key dates throughout the year to drop new designs.

From Halloween and Christmas to anniversaries and international competitions, each new kit tells a story, drawing fans in through both nostalgia and innovation. Whether you’re a die-hard fan or a kit collector, knowing when to expect these new releases is key to grabbing a piece of football history.

So, keep your eyes peeled — there’s always a fresh kit on the horizon!

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