Southampton have unveiled their new home kit for the 2021/22 season with red and white stripes and a “Southampton DNA” message at the heart of the design.
An official announcement was made on southamptonfc.com this morning, marking the start of a partnership with Danish kit providers Hummel and a move away from Under Armour.
Another clever video – viewable via Saints’ YouTube channel below – accompanied the new kit designs and featured current players James Ward-Prowse, Oriol Romeu, Che Adams and Nathan Tella, with club legends Matt Le Tissier and Francis Benali also playing a part.
Hummel have signed a five-year agreement with Saints and their partnership will provide a throwback to the period between 1987 and 1991 when they were previously the club’s kit supplier.
Southampton fans delighted at the new kit design
The feedback on the new Saints designs from fans has been hugely positive as a return to the classic red and white stripes was confirmed.
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2020/21 saw home and away designs with a sash across them which was a tribute to the club’s first ever kit back in 1885 and to the 125th anniversary season when Saints were promoted from League One.
In many ways, getting the kit right is the first step towards getting a fanbase on board for the year ahead. Controversial designs or patterns that have been seen on other teams’ strips can produce the feeling that the supporters are not cared about.
Saints have definitely got it right this time though.
Steeping away from a global brand like Under Armour and transferring the kit production to Hummel has brought back a connection to those who will hopefully be wearing the kits in full stands next season.
Although switching to Under Armour and pushing into the Chinese market was important for potential commercial growth, it feels like Saints have reassessed what they are as a club and gone back to their roots.
Hummel have produced a kit that represents the club’s history and taken the view of the fans into account to produce a unique design.