The summer transfer window excites fans, but the unveiling of new football kits is equally anticipated. An industry has emerged around kit designs, showcasing official and leaked images. Kit design is a complex process involving discussions over a year prior to release. According to Sunderland's chief business officer, clubs must respect the significance of the kits as they are expressions of belonging and identity for fans, who serve as brand ambassadors through the jerseys they wear.
There's no other business in the world where your customers are actually paying you money to then celebrate and wear your brand wherever they go. They're walking, talking billboards for the football club, so we have to pay attention and give it the care and respect it deserves.
Creating a Premier League kit begins over a year ahead of any planned release, with clubs and designers discussing potential approaches and creative inspiration.
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