Umbro has teamed up with English club AFC Bournemouth to launch the team's new away kit for the 2022-23 season.
Inspired by the palm trees on Bournemouth's landmark beach, silhouettes of tropical foliage dominate the new season's away shirt patterns. The jersey features a stylized ribbed collar, a tropical graphic on the front and a spot color club badge, also the letters "AFCB" continue to flash behind the collar as a regular element.
As part of the creative process, representatives from the Supporters' Experience group, Equality focus group and the club's product department met several times over the course of almost a year, culminating in a vote to decide on the design for the new season's away kit.
Matt Payne, the club's head of branding and creativity, said: "It was great to meet the supporters and discuss with them the direction of the new kit and the whole club brand. I am extremely proud of the environment surrounding our club and I am excited to share how our geographical resources provide a constant source of inspiration for our visual brand and kit culture."
Justin Bailey, the club's head of retail, added: "There's a real collaborative approach to put our supporters at the core of the development process, which is really fantastic."
