Sunderland AFC

Football kits, them glorious outfits those athletic buggers wear for nine months of the year. But how do you go about launching one? Rather than the monotonous image of a player looking mean and moody, we thought why not put the fans in the spotlight?

With the shirt baring a resemblance to the first striped garment the club wore in 1887, we introduced the 2017-18 home kit through a grass roots football match at Ashbrooke Sports Ground, a former 19th century home of the Black Cats.

Having scored a hat-trick in the match, striker Robbie Bird also received a canny surprise in the form of a boot deal from kit supplier adidas.