Emerging Tech, Data & Media

Aston Villa launch digital platform for new kit release

Microsite provides English soccer club’s fans with in-depth look at design process.

by Sam Carp

Aston Villa launch digital platform for new kit release

Second-tier English soccer side Aston Villa have developed a new digital platform to launch their new kit for the 2018/19 Championship season.

The microsite, which is accessible via a QR code in the shape of the club’s crest, was the only place fans could view the new kit until 11am on 9th July. The innovative move saw the club plant posters around Birmingham city centre and was supported by a more traditional campaign on billboards and social media to ensure that fans were reached across all platforms.

The new portal, which was developed by digital agency Isobar, allows fans to take a 360-degree look at the new kit, as well as walk through the key elements of the shirt.

The move comes after Villa announced a unique three-way kit partnership with global apparel and merchandise giant Fanatics and local premium menswear brand Luke 1977. The club said the decision to launch a new online experience to support the release of their new kit was taken to ‘help guide fans through the design process’ and ‘illuminate the characters behind the strip’.

“With so many exciting elements coming together in the design, as we celebrate our 130-year history and exciting future, the club was keen to look beyond the usual to really uncover the story of the kit,” said Aston Villa’s head of digital Will Radford.

“We have constantly innovated in the digital space, with services such as Billy Bot and the AVFC e-Gaming league, and this new virtual experience is another example of how we continue to engage with our fans in a way that is personal and tailored to them.”