Everton announce record sales for new home kit

06 Jul 2020

By: Sport Industry Group

Everton have announced that the club’s new home kit for the 2020/21 season, which will be made by new Technical Kit Partner hummel and will feature the logo of new Principal Partner Cazoo, has become the fastest-selling shirt in the club’s history.

According to the Premier League side and its Official Retail Partner Fanatics, the kit - which was unveiled on Friday 3rd July - surpassed opening day sales records over the past decade. The club has also confirmed that 3rd July was the biggest ever day of sales for Everton’s online store.

“We knew that our bespoke hummel kit would prove to be popular with supporters - and we are delighted with the overwhelmingly positive response that has helped make this the fastest-selling kit in the club’s history,” said Alan McTavish, Commercial Director, Everton.

“With global sales of kit, training and travel wear, we believe this is only the start of a positive and creative relationship between Everton, hummel and Fanatics.” 

Danny Downs, UK General Manager, Fanatics added: “Everton is a fantastic club and we’ve developed a strong relationship that has allowed us to work in partnership with both them and hummel to deliver a great kit for the fans this year. 

“Everton were one of the first clubs in Europe to adopt Fanatics’ vertical manufacturing model, which has enabled us to cater to the modern-day, on-demand needs of Everton’s global fanbase and has meant we were able to cope with the huge demand we’ve seen for this fantastic new kit. We are delighted that the fans love it as much as we do.”

The club says the kit pays tribute to the Z-Cars anthem which is played before the start of every game at Goodison Park, with an image of the song’s soundbar embossed diagonally across the shirt. 

It will also make use of hummel’s ZEROH2O dry-dye technology which the pair say requires no water consumption or waste water to produce the kit, and ensures a 50% reduction in energy consumption during the production process. According to Everton, the process will save the 25 litres of fresh clean water, which is normally required to dye each shirt.