Is Your Kit Launch Ready for Kickoff?

5 Top Tips for a Successful Launch

Football kit launches are no longer just about unveiling a new shirt, they’re brand-defining moments. A well-executed kit launch can ignite fan passion, drive sales, and set the tone for an entire season. But with fans expecting more than a simple reveal, clubs (and their agencies) need to treat launches like major marketing campaigns.

So, is your kit launch ready for kickoff? Here are five essential tips to make sure you hit the back of the net with your next launch.

1. Start With a Strong Creative Concept

Every great campaign starts with a big idea. Before any cameras roll or posts go live, lock in a compelling creative direction. The most memorable kit launches are those that go beyond the fabric, they tap into the club’s identity, heritage, or future ambitions.

Whether it’s referencing iconic moments from club history, tying in cultural references, or celebrating the fanbase, your concept should inspire visuals, messaging, and tone. Collaborate closely with designers, photographers, and content teams to ensure consistency across every touchpoint.

Ask yourself: What story are we telling? And why does it matter to the fans?

2. Invest in Quality Photography and Video

In this generation of social media, your first impression matters more than ever, and that starts with scroll-stopping visuals. Your kit deserves more than a product shot on a hanger.

Invest in high-quality photography and cinematic video that brings the kit to life. Showcase it in action, on players, in the stadium, or in more unexpected, casual settings. Consider diverse shoots for different channels: extravagant reveal videos for YouTube, clean e-comm imagery for online stores, and editorial-style portraits for Instagram.

And don’t forget vertical formats, TikTok and Instagram Reels are crucial platforms for younger audiences.

3. Plan a Teaser Campaign Strategy

Building anticipation is key. The most successful launches unfold like a storyline, teasing details before the final reveal. Start the campaign early with teaser content: cryptic visuals, behind-the-scenes glimpses, or abstract close-ups of the kit.

4. Leverage Your Player and Influencer Network

The people wearing the kit matter just as much as the kit itself. Your squad can be your strongest asset; their involvement adds authenticity and reach. Feature players in the launch content, but go beyond the obvious. Capture genuine moments that show personality and passion.

Extend the reach by partnering with relevant influencers, from football content creators to fashion-focused voices. Send them kits in advance, create exclusive content, and tap into their communities. The right influencer strategy can introduce your kit to new audiences and drive real engagement.

5. Don’t Forget the Fans – Make Them Part of the Story

A kit launch isn’t just about the club, it’s about the supporters who wear it with pride. Give fans a starring role in the campaign. Whether it’s through UGC (user-generated content), interactive social activations, or featuring real fans in the shoot, the more you involve them, the stronger the emotional connection. Read further on how to do this through our blog here: 3 ways sports marketing is transforming fan experiences.

Examples include:

• Fan reaction videos
• Competitions for first access or match-worn kits
• Interactive filters or AR try-ons
• Calls for fans to share their “first wear” photos

Make the campaign feel like it’s for them, not just at them.

Final Whistle

A successful football kit launch is a blend of storytelling, strategy, and standout visuals. When done right, it’s not just a new shirt, it’s a cultural moment. By combining strong creative, polished production, smart social strategy, and genuine fan connection, your next kit launch can go from routine drop to viral event.

Need help getting yours over the line? Our team of marketers, creatives, and sports specialists know exactly how to bring kits to life. Get in touch and let’s make your launch unforgettable.