Getting their new partnership off to a flier, hummel has developed a new home shirt for Southampton for the 21/22 season that not only nods to the nostalgia and successes of the past but also looks to the future, with a launch campaign that incorporates the latest in AR technology.
Southampton’s partnership with Under Armour had plenty of ups and downs over the years (probably more downs if we’re being totally honest), but that time has now passed, with the Saints’ new partnership with Danish brand Hummel starting off with the launch of the club’s new 21/22 home shirt. Hummel previously provided the Saints kits from 1987 – 1991, a period of time that saw success on the pitch with the emergence of club legend Matt Le Tissier and a young Alan Shearer. But while nodding to the past, they’re now they’re looking to the future, with what is an Augmented Reality shirt.
The home shirt design features the iconic red and white stripes synonymous with Southampton Football Club complete with a unique to Southampton neckline with smart, black detail and hummel chevrons across the shoulders and within the stripes to give the illusion of movement and dynamism. Taking inspiration from the last shirt worn at the The Dell in the 2001/02 season, the shirt is a celebration of the club’s DNA with both The Dell and St Mary’s Stadium outline graphic featuring within the inner back and outer back graphic calling out 20 years at the current ground. A final nod to the home of Southampton Football Club sees the names of the stands from both stadiums featuring along the inner back hem.
The shirt features the latest in AR technology from partners Formidable and UNIT9. Different icons (AR trigger points) on the shirt design can be scanned using a smartphone camera to unlock a series of exclusive content including a 3D James Ward-Prowse doing keepy-ups right in-front of their eyes and a 360-degree portal which transports fans straight into the heart of St Mary’s Stadium.
As nice as the shirt is though, it’s accompanied by a launch video that’s, well… yeah. Saints have form for this type of ‘Mockumentary’ video, having done a similar thing back in 2019… Top marks for effort… just not quite hitting that execution…