How many lifestyle collections should a football club have in a season? There’s no clear answer. Some clubs release collections so often that fans can’t keep up. Often, these new items feel similar and seem more about profit than passion.
Clubs often follow what their sponsors want. Bigger clubs, like Arsenal or Manchester United, tend to create more collections because they aim for a wider market. For example, teams associated with adidas usually produce similar numbers of collections.
In contrast, when clubs create their own collections, things change. Take Arsenal, for instance. During the 2025/26 season, they teamed up with the brand A-COLD-WALL to create unique items, away from adidas’s influence. Arsenal released more lifestyle collections than any other club, tapping into fresh ideas and collaborations.
Chelsea also stands out. Their partnership with Nike allows for creative freedom. For example, the Gianluca Jacket, designed by fan and creator Jordan Vickors, honors the legendary player Gianluca Vialli. This limited-edition jacket sold out almost instantly, showing the power of good design and nostalgia.
Going back to history, Chelsea once broke ground in 1994 with a unique away kit in silver and tangerine, avoiding clashes with opponents. This color combo influenced later designs, showing how the past can inspire the present in club fashion.
Another notable collection is the Chelsea Pensioners line, inspired by British Army veterans living in the Royal Hospital Chelsea. A portion of sales goes to support them. This shows how a football club can give back while celebrating its history. The term “Chelsea Pensioners” dates back to the club’s early days, making this collection not just a fashion statement but a nod to rich history.
In today’s world, fans are looking for both style and meaning. Collections that honor history, like those from Chelsea, resonate deeply with supporters. Balancing commercial interests with genuine creativity is the key challenge clubs face in an ever-evolving market.
For more insights into football club branding strategies, you can refer to this report by Deloitte, which discusses how clubs can navigate these trends and maintain their identity.
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