Athens Kallithea Carries Over Complete Kit Set for 2025-26 Season Against "Gross Overproduction" In Football Kit Industry
Mar 13, 2025, by Chris
- Kit Cycle Extension: Athens Kallithea FC is extending its current kit cycle for a second season (2025-26), renaming their 2024-25 collection as the "24-26 collection".
- Criticism of Overproduction: The club's decision is a statement against "gross overproduction" in the football kit industry, with the club highlighting the environmental concerns and the pressure on fans to constantly buy new kits.
- Challenging Industry Norms: AKFC challenges the trend of releasing multiple kits per year, calling out the "desperate drive to capitalize" on trends and create uninspired products.
In a stand against the current football merchandising trend, Greek club Athens Kallithea FC has announced the club will extend its current kit cycle for a second season, with its 2024-25 collection now renamed as the "24-26 collection."
Greek Club Carries Over Kits, Takes Stand Against "Gross Overproduction" In Football Kit Industry
The decision comes with a powerful statement from the club criticizing the industry's current practices: "It seems clear there is gross overproduction in the football industry right now. The market is flooded and fans are drowning. Releasing four or more kits per year, with quality succumbing to quantity."
AKFC has restocked its previously sold-out home, away, and third shirts on its online store, responding to continued demand from supporters. The club released bespoke new Kappa kits in every one of the three previous campaigns.
We don’t feel urgency to replace a collection that we love and don’t think has an expiration date
The statement directly challenges industry norms that have seen top clubs release up to four new kits annually, plus additional collaboration collections and special edition jerseys. AKFC pointedly referenced the "desperate drive to capitalize" and attempts to "squeeze everything out of bloke core before it fades," suggesting many clubs are chasing trends rather than creating meaningful products. The club also says these special kits of other clubs are often uninspired or without meaning.
Environmental concerns also factored into the decision, with the club acknowledging they "don't pretend to have the answers" but noting that "the industry is conveniently ignoring" the environmental impact of constant production cycles.
The Greek club's approach revives a tradition from the 1990s and early 2000s when two-year kit cycles were more common. While acknowledging potential financial risks of reduced merchandising opportunities, AKFC stated: "Ultimately it's what feels right at the moment."
This counter-industry approach aligns with a growing sentiment among some supporters who feel overwhelmed by the constant turnover of football merchandise and the financial burden of keeping up with new releases.
Do you like that Athens Kallithea carried over its whole kit set? Let us know in the comments below.
Adidas Unveils All Major 26-27 Club Home Kits in Epic Group Shot
Adidas has officially kicked off the new campaign by uniting its global roster of partner clubs in a massive group photo celebrating their 26-27 home kits. Shared across the brand's social channels with the tagline "we are so back – new season, new chaos, same love for the game," the promotional shoot gathers standout players from European heavyweights and top American clubs against a bold pink studio backdrop.
The star-studded visual highlights key brand ambassadors including Jude Bellingham (Real Madrid), Declan Rice (Arsenal), and Lionel Messi (Inter Miami) seated at the front alongside Bayern Munich. They are joined by players representing Manchester United, Liverpool, Juventus, and Newcastle United, as well as European and South American powerhouses such as AS Roma, Aston Villa, Ajax, Benfica, Lyon, Fenerbahce, Flamengo, Boca Juniors, River Plate, and Club América.
Featuring a mix of traditional colorways, bespoke patterns, and the brand's latest 2026-27 design templates, the united showcase underlines the German sportswear giant's extensive elite portfolio heading into the new season. All of the 26-27 home jerseys featured in the campaign are now rolling out through official Adidas channels and club retail stores worldwide.
SC Gjilani 26-27 Kits Released
Kosovar Superliga club SC Gjilani and German brand Jako have unveiled their new kit collection for the 26-27 season. The lineup embraces a clean, retro-inspired aesthetic characterized by centered iconography and classic detailing.
All jerseys in the collection follow a unified template built on subtle vertical jacquard pinstripes. A standout feature is the centered alignment on the chest, showcasing a retro oval Jako Sport logo placed directly above the club crest and the ELBAU sponsor. The shirts are finished with distinct contrast tipping along the ribbed V-neck collar and sleeve cuffs.
The 26-27 collection introduces a variety of colorways, led by the traditional red and white options alongside sleek navy and black editions. The dark versions have already seen on-pitch action, featuring stylized white name and number sets.
CE L'Hospitalet 26-27 Away Kit Released
Spanish Tercera Federación side CE L'Hospitalet has officially unveiled its new away kit for the 26-27 season, crafted by long-time technical partner Hummel. The club introduced the new shirt through a neighborhood-centered campaign shot inside local markets and newsstands, paying homage to the city's community spirit, local commerce, and everyday workers.
The Hummel CE L'Hospitalet 2026-27 away jersey features a clean white base paired with a retro-inspired red polo collar and matching red Hummel chevrons along the shoulders. A red diagonal sash runs across the front, neatly divided by the club's "L'Hospi" text across the chest. The design is finished with a monochrome black club crest, black sleeve cuffs, and Catalan flag detailing integrated into the collar.
Songkhla FC 26-27 Home Kit Released
Thai League 2 club Songkhla FC and new technical partner EGO Sport have officially unveiled the club's new home shirt for the 26-27 campaign. The launch marks the beginning of the club's deal with the Thai brand, taking over from previous manufacturer EightyEight Sport under a "Rise Again" campaign.
The Songkhla FC 26-27 home jersey features the club's traditional red and black vertical stripes. Sublimated across the black stripes is an intricate tonal graphic inspired by local folklore and maritime heritage, paying tribute to legends surrounding junks, magical gems, and the famous Koh Nu and Koh Maew (Mouse and Cat) islands.
A classic black polo collar adorned with subtle geometric detailing, white shoulder accents, and the club's Samila mermaid crest complete the look.
Manchester United Forced to Modify Third Kit Front-of-Shirt Sponsor for UEFA Champions League
Manchester United's newly released third kit made headlines with its unique vertically aligned crest and logos: the Adidas logo, the simplified Red Devil icon, and a minimalist Snapdragon emblem. This sleek arrangement was a creative collaboration between Manchester United, Adidas, and Snapdragon.
However, in the UEFA Champions League, the Red Devils will be required to add the "Snapdragon" wordmark beneath the fire ball emblem. This change comes down to strict UEFA Equipment Regulations, which mandate that main front-of-shirt sponsor branding must remain consistent across all registered match kits (home, away, and third).
Big thanks to @jerseystory_vn for the comparison graphic.
No More Joma: Adidas CD Marchamalo 26-27 Home Kit Released
Spanish Tercera Federación outfit CD Marchamalo has officially unveiled its new home kit for the 2026-27 season. The release marks the beginning of the club's new two-year kit supply agreement with Adidas, delivered in partnership with retailer 11teamsports.
The Adidas CD Marchamalo 2026-27 home jersey features a vibrant green base paired with refined gold accents. The front of the shirt incorporates a distinctive graphic pattern made up of repeating circular and diamond elements, contrasted by darker green sleeves. Gold is applied across the crew-neck collar, the Adidas Three Stripes along the shoulders, and the performance logo on the chest.
Completing the bespoke look, the jersey displays both the municipal coat of arms and the club crest on the chest, positioned just above an eagle-crested 'Gallardos Marchamalo 1950' insignia. The primary shirt sponsor Hercesa is applied in gold below, while local government branding finishes off the back of the shirt.
Niki Volos 26-27 Third Kit Released
Greek Super League 2 club Niki Volos has officially unveiled its new third kit for the 2026-27 season, produced by returning technical partner Macron.
The Macron Niki Volos 26-27 third shirt introduces a clean and vibrant aesthetic dominated by a bright yellow base. Subtle tonal vertical stripes run throughout the front of the fabric, adding subtle depth and texture to the design. The jersey is detailed with royal blue accents, notably on the sleeve cuffs and the overlapping V-neck collar, which features two-tone blue and yellow striping.
A monochrome blue version of the club's traditional crest, depicting the Winged Victory alongside the founding year 1924, is placed on the left chest. It is paired with a matching blue Macron Hero on the opposite side, while blue player names, numbers, and sponsor applications finish off the back.
Qatar SC 26-27 Home & Away Kits Released
Italian sportswear brand Macron and Qatar Stars League side Qatar SC have officially unveiled the club's new home and away kits for the 26-27 season.
The Qatar SC 26-27 home jersey embraces the club's iconic visual identity, sporting traditional vertical stripes in black and yellow across the body and sleeves. The shirt features a striped crew neck collar and matching sleeve cuffs, along with a minimalist shield crest and yellow sponsor detailing across the chest.
For the away jersey, Macron delivers a sleek and clean aesthetic built around an off-white base. The look is framed by a stylish dark grey polo-style collar and matching cuff accents, with monochrome logos completing the kit. Alongside the outfield shirts, the release also introduced new goalkeeper jerseys in dynamic sky blue and maroon graphic designs.
Arsenal Expands Google Partnership to Include Gemini AI in £7m/Year Deal
Arsenal have renewed and expanded their commercial partnership with Google, securing Google Pixel as the club's Official Smartphone Partner while introducing Google Gemini as their Official Consumer AI Assistant Partner. According to sports business reports, the lucrative three-year contract is valued at around £7 million per season.
The agreement builds on the collaboration originally established in August 2023, which saw Google Pixel produce matchday digital content and exclusive behind-the-scenes access for supporters. The new phase will see Google Gemini integrated into the club's digital channels to provide AI-assisted fan experiences and matchday engagement across both the men's and women's teams, alongside continued Pixel camera activations.
Arsenal's renewal is part of a coordinated push by Google across elite European football. Over recent weeks, the tech company has rolled out similar multi-year partnerships incorporating both Pixel and Gemini with top clubs such as Liverpool, Bayern Munich, Paris Saint-Germain, and Barcelona.