Why more and more teams are letting fans design their own jersey

Jersey design contests are becoming one of the most vital trends in the football club kit production landscape. The reason is simple, a competition to choose the official jersey creates a direct relationship between the team and the fans, who feel involved in the process of deciding what will be the face of the club for an entire season. It is also a way to unleash the creativity of the grassroots, who for once can get involved alongside the big brands, bringing a breath of fresh air to what may become standard templates over time.

And after many clubs launched their own jersey contests last season, this year a number of clubs are again involving their fan base in choosing their next jersey. The first club to do so was Borussia Dortmund, who have already selected the nine finalist kits, and who are always extremely focused on their relationship with their supporters and their aesthetic identity. The winner will obviously be made by PUMA and we are sure it will become a fan favourite as it somehow comes from the fans themselves.

Similarly, Commisso's Fiorentina, after unveiling the new corporate crest, launched a competition to select the fourth jersey for the 2022/23 season. This is a step that is perfectly consistent with what the club is trying to do, bringing fans closer thanks to a fresh and dynamic team while updating the club's profile towards a more international slant with a new logo and stadium. It also certifies the excellent feeling the Tuscan team is having with Kappa, now in its third year of collaboration. 

Now, on the other side of the Atlantic, teams are beginning to explore this opportunity, following the example of Atletico Mineiro, which has recently launched a new competition for the 2022/23 "Manto da Massa" jersey. Now in its third edition, this time the design of the jersey is inspired by the new stadium, the MRV Arena, which will open in May 2023. A small tradition of great success that is putting the Belo Horizonte team on the map of football jersey fans, even beyond the borders of the Brazilian league.

Last year a similar case was that of Pescara, which made headlines for the jersey designed by a six-year-old with the big dolphin on a rainbow background in collaboration with Erreà. In the same way, last season Manchester City launched a contest for a one-off shirt that never saw the green of the pitch but helped to consolidate the relationship between club and fans. And the multiplication of fan tokens could increase these initiatives by teams, finally giving fans a reason to buy them.