Man United’s new shirt plan is ‘clever’ after official news – Keith Wyness
Everton’s former chief Keith Wyness believes fans want something more when wearing the kits of their favourite clubs as he applauded the creativity of Man United.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed that clubs can be more creative with new kit ideas.
The verdict comes after it emerged that Liverpool are set to announce a new kit supplier deal with Adidas beginning in the 2025/26 season, as per SportBusiness (23 April).
Wyness believes clubs can be clever with their branding, such as Man United’s Adidas and Stone Roses collection that was released in February.
Wyness wowed by Man United brand launch
He did, however, warn that the basics must be put right before any creative touches are added, with Aston Villa’s Castore kit having come under fire this season.
The kit of the Midlands club has not changed despite players complaining about feeling heavy and uncomfortable given how it retains sweat.
“Those things I really applaud, I love creative things,” he told the Inside Track podcast. “And then the other side around it is the Castore situation with Aston Villa, with the kit being so heavy and so wet.
“So there are some basic things you’ve got to do right first, and then you can get clever with the branding and ideas.
“There is room for the one-offs, I think there should be a lot more of that, and I think it’s something that can be done.
“I know Everton just released a Seamus Coleman green kit for St Patrick’s Day, they also did a charity pink kit a long time ago that was sold out immediately.
“There is room for creativity, and I really welcome it more and more, because especially for the young fans in the game now, just wearing a shirt because it’s got the club’s logo on it… they want something a little bit extra, and a little bit different, and I think that’s where they’ve got to go with things.
“Whether it be the Stone Roses idea, music, film, computer games. There are lots of ways they can go, but there have got to be creative tie-ins, and they’ve got to really start thinking outside the box in this area and not just make it the same old shirt every year.”
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