Manchester United: Are t-shirt launches for football teams getting more inventive

Aitch is sporting the brand-new red Manchester United jersey, which features the Adidas logo and the name of their...

It can be difficult to stay in shape for a festival.

Aitch, however, was fully prepared for his appearance on the Pyramid Stage at Glastonbury.

Although the team hadn't yet made it public, it was the new jersey for his football team, Manchester United.

But contrary to what some have claimed, this wasn't a fashion faux pas by the rapper or a leak; rather, the club was using it as part of a very strategic marketing campaign to highlight their new uniform.

They formally acknowledged this in a press release titled "How Aitch debuted our home shirt at Glastonbury," which was accompanied by a behind-the-scenes look at the Old Trafford locker room.

The new shirt was seen by tens of thousands of people in the crowd, and significant online buzz was generated as a result.

With kit releases, it appears that brands and teams are getting much more creative, from high-end advertising campaigns to social media teases and players donning the shirts in novel ways.

Jude Bellingham holds a phone and takes a selfie, behind him is a group of school children, holding Real Madrid shirts.
Just a few days after joining the Spanish giants, Jude Bellingham autographed the 2023–24 Real Madrid uniforms for the fans.

For Jenny Mitton of the advertising firm Mandamp;C Saatchi, generating online buzz is essential for the launch of a new kit.

The England footballer Jude Bellingham's recent surprise visit to a pop-up shop in Birmingham was sponsored by her brand.

But why Glastonbury for Manchester United's big reveal? Jenny believes it was a wise decision to target "a huge audience" at the festival and on social media, who might not be football fans.

Everyone discusses it, and your social gatherings likely featured discussions about it, she tells BBC Newsbeat.

"Brands are aware that consumers will continue to buy shirts from them. ".

According to Jenny, brands must position football shirts as a durable piece of clothing because fans must spend a lot of money to purchase one.

According to her, football shirts are increasingly becoming streetwear and are a really cool fashion statement for many people.

Aitch wearing the new Manchester United shirt, which is red. The back of the shirt says Big Shell with the number 40 below it. He is wearing white trousers, and is holding a microphone, with his right arm pointing at the crowd in front of him, full of thousands of people watching him perform. There are big flags in the crowd and many people on their phones filming his performance.
Thousands, according to Jenny, saw the new gear at Glastonbury who ordinarily wouldn't have.

Josh Phillips is noticing a greater amount of crossover into the world of fashion.

He claims that many of his customers aren't actually die-hard supporters and owns a shop in Manchester selling vintage football shirts.

"People buy things now, and they come into the store and they admit they don't know who these big teams are," he says.

"There will be people from Benfica, Newcastle, or Hamburg who will say things like, "I love the look of this one; it's so vintage. ".

According to Josh, a person's love of fashion may pique their interest in a sport.

"We've seen people begin to support teams due to the uniforms, which I adore. ".

Josh Phillips is wearing a Portuguese football shirt, it's maroon with a yellow and green striped collar. He's standing in front of a very bright, multi coloured background which has a picture of the world cup and a football.
Josh Phillips claims that people other than football fans are now purchasing shirts.

And participation in kit launches is not limited to players.

For the release of their new uniforms, some of the biggest names in football—including AS Roma, Arsenal, and Manchester City—have teamed up with Amy Drucquer, who runs an online community for female football fans.

According to her, "for pretty much every club we can connect with fans of that specific club and give them the opportunity to get out in the kits to shoot some beautiful content.

Campaigns, in her opinion, become more relatable because "a polished campaign with models and beautiful lighting is not reality.".

It feels so much more approachable when you see girls who you play football with or go watch football with. " .

Amy is in the centre, with two people - one on either side. Amy is smiling, and wearing a black and white striped top with blue and black checked tartan trousers. The lady on the left is crouched down wearing a green and white football jersey, while the lady on the right is wearing a white England jersey with black trousers.
Football fashion, in Amy's (center) opinion, can be entertaining.

Amy, however, is aware that purchasing a kit can boost one's fashion credentials.

She supports Leicester City fiercely, but her most recent football shirt purchase was a Netherlands uniform for the women's World Cup this summer.

I don't really know them, but I just think the vivid orange really stands out, she says.

Along with styling the shirts, she is also having a great time.

Since you frequently only see them being worn by guys at football games or in bars, I always try to feminine it up a bit.

I've paired mine with long pencil skirts or cargo pants. ".

Check out Newsbeat on. Twitter.  and . YouTube.

Tune in to Newsbeat. live. weekdays at 12:45 and 17:45 - or playback. here.

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