Separate the audiences

Supporters, players, staff and hospitality teams use clothing differently. A supporter hoodie expresses belonging; a staff garment also needs to work through travel, setup and service. Give each audience its own product and sizing brief.

A limited capsule can mark a derby, anniversary or final. Keep its purpose distinct from the permanent range so the launch feels intentional.

Choose a focused first collection

A small selection of strong pieces is easier to explain than a large range of generic logo products. Consider a t-shirt, hoodie, cap or bag around one creative direction. Let the identity connect the range without repeating the same treatment everywhere.

Check rights and approval responsibilities for the crest, sponsor logos, athlete imagery and other artwork before production.

Make the specification concrete

  • Fit and fabric weight, with the intended season and use.
  • Colours and the level of match required to your identity.
  • Branding positions, dimensions and technique.
  • Size range and quantity per size.
  • Labels, packing and how products will be distributed.

Confirm the proposed reference and artwork proof. Discuss samples when fit or everyday wear is central to the project.

Plan the launch and the stock

Work backwards from the match or event date. Leave time for design approval, production, transport and distribution. If you have both an online shop and a stadium stand, decide how stock is allocated and how transfers will be recorded.

Track what sells before expanding. Reorders depend on availability and production conditions, so confirm the options rather than assuming immediate replenishment.

Build the brief with your team

Share the club identity, intended audience, launch date, quantities, budget and sales channels. The Studio can develop sports merchandise around the collection’s role.

Plan our club collection

Questions, answered.

Can a capsule share products with the permanent range?

Yes. A shared product base can simplify fit and stock planning, while artwork and finishing give the capsule its own identity.

Should staff and supporters use the same size breakdown?

Not automatically. Staff numbers can often be collected directly, while supporter demand needs a separate estimate.