William Jenkins is nearly 4,000 miles from Madison, Wisconsin, but he can still recall the surreal feeling of seeing his team’s lower-league jersey being sold in England.
“Traveling to London and spotting our kits is an incredibly humbling experience,” said the creative director of Forward Madison. “It’s remarkable to witness that our story resonates across different parts of the globe.”
Playing in the USL League One, which is America’s third-tier soccer league, Forward Madison may not hold the title of a global heavyweight. A match against a renowned team like Arsenal or Barcelona would likely result in a significant defeat. However, in terms of jersey culture, this third-division team, along with a growing number of other underdog clubs, is carving out its own niche.
From fashion-forward designs that have graced red carpets to jerseys that serve as canvases for self-expression and empowerment, lower-league teams are emerging as pioneers in redefining what a kit can represent. Through their original designs and aesthetics, these clubs are boosting their visibility in the soccer world.
“These kits are the most significant reflection of their identity,” commented Arsenio Lopez, the art director at kit manufacturer Hummel. “It’s all about design and meticulous attention to detail. Our goal is to capture both the imagination and the attention of fans.”
Venezia | A City of Endless Inspiration
At last year’s Venice International Film Festival, amidst a sea of tuxedos and elegant evening gowns, Venezia’s players made a statement by donning their away shirts on the red carpet.
“Typically, there’s an unspoken dress code for such occasions,” said Tancredi Vitale, the managing director of Venezia. “But our players decided, ‘Why should we conform? We want to showcase our jersey instead.’”
Vitale noted that the kits garnered significant attention, with the team receiving questions and compliments for half an hour before even entering the venue. It was an unforgettable moment for the Serie B club, and it has since become a hallmark of their brand.
Since their rebranding in 2021, Venezia has frequently gone viral on social media with jerseys that blend fashion, sport, and the scenic allure of Venice. “We are fortunate to represent a city that serves as a boundless source of inspiration across art, culture, cinema, and hospitality,” said Vitale. “It’s truly the Disneyland for any creative collaborator.”
Venezia’s location plays a vital role in their jersey design process. “All our creations must be authentically tied to our city,” remarked Nicholas Vieira, the marketing head. “That’s what sets us apart.”
Vieira highlighted that Venezia has the largest fanbase in Italy’s second division, claiming, “We rank alongside some Serie A teams and even surpass others in audience size.”
Being visually distinctive on the pitch isn’t detrimental either. With just four matches remaining in their season, Venezia currently leads the Serie B standings, positioning themselves for an automatic promotion to Serie A. Moving to the higher tier will further enhance their visibility as a club celebrating significant off-field achievements through a growing fanbase.
“We’re not only talking about fans,” Vitale stated. “While fans are our core consumers, there are also individuals who are drawn to Venezia for reasons related to Italy, design, and culture.”
Forward Madison | Engaging Fans in Jersey Creation
Ever dreamt of contributing to a professional soccer jersey’s design? If so, Forward Madison might be your answer.
“We’ve committed to our supporter group that our away kits will be designed by fans for fans,” shared Alyssa Bruce, Forward’s retail director.
With mood boards and design ideas in hand, representatives from The Flock, Forward’s supporters’ group, collaborate with the club and Hummel each season. While this collaborative approach may raise eyebrows among first-division teams that prefer traditional methods, it highlights Forward’s adventurous spirit in merchandise design.
“Forward Madison has always been bold,” said Bruce. “Everything we create is energetic, pushing boundaries, and distinctly different from conventional soccer culture.”
Known for featuring prominently in ESPN’s round-ups of “wild soccer kits,” Bruce and Jenkins describe their club’s jerseys with words like “cotton candy” and “3D.” Forward Madison has also received accolades for the meaningful initiatives tied to their kits.
From interactive experiences, like the ability to purchase in-stadium drinks via a QR code, to emphasizing support for the LGBTQ+ community and providing aid to Ukraine, Forward Madison leverages their jerseys as a platform for engagement and activism.
“It’s not just about having appealing designs; our culture and values run deeper,” Jenkins remarked. “A compelling design paired with a significant initiative gives authenticity to the art and meaning behind the kit.”
Across Madison, London, and beyond, the receptiveness to these initiatives is palpable. “We’ve successfully sold kits to every state in the U.S. and about 30 countries worldwide,” noted Bruce. “Roughly 25% to 30% of our jerseys are purchased online, with shipments going globally.”
Portland Cherry Bombs | Building Buzz Before the First Match
A few days after the launch party for the Portland Cherry Bombs last November, general manager Courtney Schmidt found herself in conversation with a fellow passenger who recognized her team apparel.
“The woman behind me exclaimed, ‘Oh my gosh, the Cherry Bombs! I attended the launch party. It was fantastic! Aren’t you excited for the team?’ Not even realizing I worked for them!” Schmidt recalled. “It felt great to connect with fans so spontaneously.”
While the Cherry Bombs, a women’s team in the USL W League, have yet to play their inaugural season starting in May, their recent jersey release has already sparked considerable local interest fueled by their ethos and branding.
“We’re very much women-focused,” Schmidt emphasized. “In leagues with more stringent requirements, we’re able to embrace a more liberated approach in expressing our stance and presenting our identity. Our vibe is all about women empowerment — asserting our presence and claiming our space because women deserve this opportunity.”
This commitment is prominently displayed through their first jersey partnership with Planned Parenthood, demonstrating a clear alignment with their community values.
“Our goal is to embody our community and reflect the values shared by our supporters,” said Schmidt, pointing out that a portion of all jersey sales will benefit the healthcare provider. “This aligns perfectly with our commitment to championing women’s rights and advocating for marginalized groups in Portland.”
Threading through the narratives of Venezia, Forward Madison, and the Cherry Bombs is a shared focus on aesthetics and community engagement. While their appealing designs garner attention, the genuine connections they foster within their communities and among their supporters are instrumental in amplifying their visibility in soccer circles.
As Schmidt aptly noted, “It’s fantastic to witness our recognition extending beyond our city and league, even before we’ve kicked a single ball.”