Almost 4,000 miles from Madison, Wisconsin, William Jenkins recalls the surreal feeling of observing his team’s lower-league jersey being sold in England.
“To travel to London and see our kits … it’s such a humbling and remarkable experience,” said Forward Madison’s creative director. “It’s a distinctive experience witnessing that and realizing it connects different parts of the globe.”
Competing in the USL League One, the modest third tier of American soccer, Forward Madison is not considered a dominant force in the global soccer landscape. A match between Forward and a renowned club like Arsenal or Barcelona would likely result in a significant defeat, but when it comes to jerseys? The third-division team, along with an increasing number of other underdog clubs, is in a league of its own.
From trendy designs that have graced red carpets to using the jersey as a medium for self-expression and empowerment, lower-league teams are demonstrating their innovative approach to what a kit can represent. Through these jerseys and their overall aesthetic, these clubs are enhancing their visibility.
“These kits are the most significant representation of their identity,” stated Arsenio Lopez, art director at kit manufacturer Hummel. “This is design, this is attention to detail. This is: How do we capture the mind and the eyes?”
Venezia | Residing in the ‘Disneyland’ of jersey inspiration
Amidst the tuxedos and elegant gowns at last year’s Venice International Film Festival, Venezia’s players graced the red carpet, proudly donning their away shirts.
“Typically, there’s a specific, I would say, dress code for those occasions,” remarked Venezia managing director Tancredi Vitale. However, the Italian second-division players had different intentions. In response: Why should we adhere to a dress code? We want to showcase our jersey.
According to Vitale, the kits were a tremendous success for the group, who received questions and comments for up to 30 minutes before entering the venue. The event was a memorable experience for the Serie B team, but it has also become a regular occurrence.
Since a rebranding initiative that commenced in 2021, Venezia has frequently gone viral on social media for their jerseys and photoshoots that merge fashion, sport, and the enchanting Venice lifestyle. “We are fortunate to represent Venezia as a city. To us, there’s no better city in the world for inspiration across art, culture, cinema, music, hospitality, and events,” Vitale stated. “It’s the Disneyland for any creative partner.”
There are numerous reasons why the city serves as a vital foundation in the jersey-making process. “Everything we do must be authentically and unapologetically rooted in the city we come from,” said Nicholas Vieira, Venezia’s head of marketing. “That is what sets us apart.”
Vieira pointed out that among the teams in Italy’s second division, none have a larger audience than Venezia. In fact, “We’re on par with (first-division) Serie A teams, and we even have a bigger audience than some.”
Standing out on the pitch also has its advantages.
With only four matches remaining in their season, Venezia currently holds second place in the Serie B standings, positioning them for automatic promotion to Serie A. If they ascend, their platform can expand even further as a club gaining significant off-the-field victories with their increasing support.
“And we’re not just referring to fans,” Vitale noted. “Of course, fans are the core consumer and the most important consumer … [but also] individuals who are drawn to and passionate about Venezia, Italy, design, and culture.”
Forward Madison | Bringing kits to the people
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“We have committed to our supporters’ group that our away or road kit is designed, essentially, by the fans, for the fans,” stated Forward retail director Alyssa Bruce.
With mood boards in hand and ideas in mind, members of an apparel design committee from The Flock, Forward’s supporters’ group, collaborate with the club and Hummel each season. While this approach might raise eyebrows among many first-division teams that prefer a more conventional method, involving fans speaks volumes about Forward’s overall willingness to innovate with their vibrant range of team merchandise.
“Forward Madison has never been conventional,” Bruce remarked. “Everything we do is always bold, always pushing the boundaries, and always somewhat different from what you might find in a traditional soccer environment.”
As regular features in any ESPN roundup of “wild soccer kits” — terms like “cotton candy” and “3D” were mentioned by Bruce and Jenkins when describing their favorite jerseys from the club — Forward has also received accolades for the initiatives behind some of their kits.
Ranging from fun examples, such as the ability to purchase beer for in-stadium attendees via a QR code, to more supportive outreach efforts for the LGBTQ+ community and assistance for Ukraine, Forward utilizes their jerseys as a platform for their own activations and programs.
“If there’s no depth to it, that’s not what this team, this culture, is about,” Jenkins stated. “Nice designs are nice designs, but it’s far more impactful when paired with a strong initiative, when accompanied by a story, because then the art is genuine, and the support for the kit is authentic.”
In Madison, London, and around the world, many are engaged. “We’ve definitely sold kits to every state in the United States, and we’ve sold, I believe, to 30 countries globally,” Bruce noted. “I would estimate that 25% to 30% of the jerseys we produce are not purchased at our stadium; they are bought online and shipped worldwide.”
Portland Cherry Bombs | Gaining attention before kicking a ball
Just days after a launch party for the Portland Cherry Bombs last November, general manager Courtney Schmidt was approached after someone recognized her wearing the team’s apparel.
“The woman in the row behind me exclaimed, ‘Oh my god, the Cherry Bombs! I was at the party. It was so awesome. Are you excited for the team?’ Not realizing that I work for [them],” she recounted. “I was already having genuine conversations with fans in public. It was incredible.”
The Cherry Bombs, a women’s team in the USL W League, have yet to play a match in their inaugural season starting in May. They only unveiled their first-ever jerseys on Wednesday, but that hasn’t hindered the growing local interest driven by their ethos and image.
“Very female forward, very women forward,” Schmidt described. “We don’t compete in these national leagues, allowing us a bit more freedom in the stances we take as a team and the vibe we present. We definitely aimed for a women empowerment message, embodying that strong ‘don’t f— with me’ attitude for the Cherry Bombs. We’re here, we’re excited to claim our space; women deserve this opportunity.”
This is prominently displayed with their first jersey partner: Planned Parenthood.
“We want to represent our community and the values that resonate with us and that we see reflected in our supporters,” Schmidt stated, noting that a portion of all jersey sales will be donated to the healthcare provider. “This aligns perfectly with women empowerment and advocating for women and all marginalized individuals in Portland.”
A common theme runs through the jerseys of Venezia, Forward, and the Cherry Bombs. On the surface, much can be said about how the lower-league clubs present themselves and create buzz solely based on their aesthetics and appearances. Without their eye-catching apparel and vibes, they would not receive nearly as much attention in broader soccer discussions.
Upon closer examination, however, these teams have fostered genuine engagement due to their focus on their communities, supporters, and culture — which can help redirect the spotlight in their well-deserved direction.
“It’s remarkable to see that even beyond our city and outside of our division, we’re gaining attention and recognition,” Schmidt remarked. “Without even having kicked a soccer ball yet.”
