As the start of the new English football season fast approaches, Aston Villa Football Club has developed a new digital platform in partnership with Isobar to launch its new 2018/19 season kit.
The launch of the site follows the announcement of the club’s technical kit partnership with Fanatics, a global leader in performance sport garments and premium menswear brand Luke1977.
The interactive microsite allows fans to preview and order the new kit, along with multiple touch points for fans to access the design process and characters behind the strip. In order to highlight the launch, posters for the site were put up throughout Birmingham city centre. The guerrilla marketing approach was supplemented by a more traditional campaign on billboards and social media, ensuring fans were reached across platforms.
Will Radford, head of digital at AVFC, said: “This year Aston Villa Football Club has made a bold decision, pioneering a new type of technical kit partnership for the English game. Working with a Birmingham based fashion brand and a global leader in performance sportswear manufacturing, the club has been able to take control of the look and feel of our kit, giving Villa fans a strip that they can be truly proud of.
“With so many exciting elements coming together in the design, as we celebrate our 130-year history and exciting future, the club was keen to look beyond the usual to really uncover the story of the kit. We have constantly innovated in the digital space, with services such as Billy Bot and the AVFC e-Gaming league, and this new virtual experience is another example of how we continue to engage with our fans in a way that is personal and tailored to them.”
Steve Sheppard, commercial director, Isobar said: “Aston Villa is an iconic brand with an ambitious vision that has the creative use of digital technology at its heart. It’s been an honour to help the club bring to life the unique elements of the Luke 1977 design in a ground-breaking, mobile-first launch that provides a great experience for fans and sets the standard for other clubs”
The 2018/19 season kit microsite is now live and can be accessed here.