Preston Lions have launched a new third kit to add to their ever-growing range of apparel and merchandise.
The kit features a predominantly black design with the emersion of traditional red in the form of thin stripes and across the sleeve and collar – making it a striking look for those big night matches in particular.
It symbolises where the club is heading, and also represents their legacy, with the Lions’ logo firmly placed in gold on the right-hand side.
Preston Lions Branding Manager Adrian Giannarelli spoke to Soccerscene about the club’s merchandise, strategy and hints for upcoming plans.
Tell us a bit about the design and how it came about?
Adrian Giannarelli: The kit is heavily inspired by our supporters and the energy they bring on Friday nights; they are the ones who drive us week in week out. The admiration and connection that they share with our club is something special to witness, so in a sense they are the 12th man out there for our players.
This is a kit that further emphasises the Preston DNA and brings a sense of belonging.
With the fanbase you have, how have you seen the growth of merchandise?
Adrian Giannarelli: With a club like Preston, we are very fortunate that the support is rich in all facets, so the supporter base is already there in big numbers.
We try to create things that resonate with them the best from their experiences with the club, however with that in mind, we understand it’s also being aware of the future generation and understanding what keeps them interested.
So, we like to continually draw inspiration from all sporting codes around the globe and what made those garments special – to spark emotional connection from the club to supporters.
You now have an extensive range of products, what or who was the inspiration behind it?
Adrian Giannarelli: The club itself is directly the inspiration, from the people to the actual DNA that makes the Preston Lions great.
There are so many factors involved in the products, that range from design right through to functionality of garments. Being considerate of when the actual products will be worn and throughout what seasons was something that became bottom line.
We want our supporters to be comfortable in any weather proudly wearing our merchandise. Highlighting the people and DNA that makes football clubs great and Preston is a prime example of that.
What are some of the strategies behind the merchandise (survey, market research, case studies elsewhere etc.?)
Adrian Giannarelli: In our mentality, it’s ‘better is temporary’, so we want to ensure that we are constantly evolving in what we do and search for things that have a great crossover between the club and the entire eco-system that surrounds it.
You don’t have to look at just the football landscape to create something – inspiration is everywhere from all different sporting codes and fashion for that matter.
We just try to be a sponge and absorb everything that can come to fruition. Sometimes it may not fit, however more often than not, we come across things that work for us and let nature play its course among our supporters, see how it can build a connection and take learnings away that we can develop on.
In a sense it’s no different to how the Men and Women’s playing group approach a game by being the best on the pitch, and with our brand, it’s exactly that – being the best football club off the pitch is something we continually strive for and so far, I believe we have achieved that and our team is only scratching the surface to how far we can actually go.
Is there anything you can hint at with regards to what’s up your sleeve in the coming months?
Adrian Giannarelli: We were really excited to get the third kit released and that was in our recent plans so it’s great to see it come to life. We do have a few other projects in the works, and it’s just about being open to anything that fits within the club’s brand so who knows what the future holds.
We will always continue to challenge ourselves and see what we can create that few are doing.
For Preston Lions’ full range and to pre-order the third kit, visit their shop here.
