SCFC 25/26 Home Kit Launch

For the 25/26 season, we launched Stoke City FC’s home kit in style.

As SCFC’s lead creative agency since 2010, their yearly kit launch campaign is always an exciting one for us, for the Club and for the fans. This season, we created a tiered launch across the home, away and soon-to-drop third kit, each one with its own story, its own attitude and its own reason to make noise. Different looks. Different feels. One shared goal: to get fans buzzing and kits flying off the rails.

This year’s home kit was always sure to provoke debate among supporters when the Club put designs to a vote, where the released kit claimed a convincing victory. A bold reinterpretation of the iconic red and white stripes, the design introduces a new wave-like pattern for a modern twist on a classic look. We ran with this fresh energy, building a launch campaign that celebrated the kit’s artistic flair and brought the new sweeping strokes to life.

The launch became an invitation to the people of Stoke to unite under one rallying call – #PaintTheCityRedAndWhite – a mantra that felt as relevant to a shirt as it did to the streets. To capture the paintbrush-like effect of the design, we partnered with Murwalls, the sports and football graffiti specialists, to create a bold, hand‑painted mural in the underpass right beside the bet365 Stadium. 

Not only did this backdrop give the launch its own distinctive identity, it transformed a corner of the city into part of the Club’s story. The perfect stage to show off the kit and the players in full force, and a lasting nod to the fans, and the Club they back.

The launch campaign was as bold as the kit itself. Rooted in the city, powered by its people, and impossible to ignore. A fresh take on tradition, brought to life with pride, paint and pure Stoke grit.