When J.J. Watt stepped onto the pitch as a co‑owner of Burnley FC, he brought more than a championship pedigree; he brought a vision for the club’s new away kit that would echo its deep‑rooted identity.
A Design Steeped in Heritage
The garment, unveiled in a sleek cream‑colored jersey paired with claret shorts and matching socks, is punctuated by a vintage crest that Watt insisted on preserving as a tribute to the club’s storied past. The subtle pattern across the fabric draws directly from the brickwork of the training ground’s exterior, while the lettering mirrors the typography found on matchday programmes from the 1960s and 1970s.
Burnley’s legacy stretches back to 1882, a timeline marked by more than a century at Turf Moor. After finishing 19th in the 2023‑24 Premier League campaign, the club now prepares for a return to the Championship, the second tier of English football, a transition that adds a layer of urgency to every design choice.
Reflecting on the collaboration, Watt described the process as an “incredible honor” and spoke of his humility in contributing to a tradition that has shaped generations of supporters.
Ed Stewart‑Lockhart, the club’s chief marketing officer, highlighted Watt’s energy and enthusiasm, noting that the player’s involvement has infused the project with a fresh, authentic spirit.
The narrative extends beyond the kit itself; Burnley released a promotional video titled “The Cream Rises,” in which Watt can be seen navigating the town’s narrow streets aboard a milk float, a playful nod to the club’s nickname and a visual metaphor for the design’s rising appeal.