As they continue to compete for the League Two playoffs this coming Easter weekend, AFC Wimbledon, a team that constantly strives to explore new ground, is expanding the reach of their brand by teaming up with Warm & Wonderful.
The British knitwear company assisted the club in creating a special uniform that will be worn at Plough Lane on Good Friday when they play Harrogate Town. The primary design of this custom strip will feature the well-known “black sheep” pattern, which was previously worn by the late Princess Diana, who handed the FA Cup to Wimbledon captain Dave Beasant following their historic trophy win in 1988.
Consequently, limited edition sales will benefit two charitable organisations: the AFC Wimbledon Foundation and War Child. The latter organisation does wonderful work in the community, offering much-needed support and activities for all ages in the area, while War Child, which has been helping children affected by conflicts worldwide since 1993, is more relevant than ever given the current state of certain areas.
The EFL has given its approval for the shirt that will be worn on Friday, which features the War Child insignia on the sleeve. Additionally, they are associated with Sports Interactive, the company that created the Football Manager computer game, whose logo and sponsorship have been on Dons jerseys since 2002. Making them the league’s longest-serving kit sponsor.
For twenty years, Marc Jones, the club’s lead for branding and digital transformation, has been instrumental in the creation of the team’s uniforms. I’m eager to expand our story into new territories as part of my responsibilities with the Club. This is an opportunity for us to showcase a little bit of the brand collaboration that other clubs have done to expand their reach and visibility who we are to a new audience.
I have been a longtime fan of Rowing Blazers, and we both have a passion for making a statement in the crowd. We had previously committed to the War Child charity’s shirt takeover, and the colours complemented Warm & Wonderful’s signature design, so everything came together to attract notice and generate money.
“The slightly altered playing version will quickly turn into one of the rarest Wimbledon shirts you’ll ever own, if not the rarest one.”
Sports Interactive and the club will jointly stage a special event on Wednesday night to celebrate the long-running sponsorship. The event will feature all of the Wimbledon uniforms from 2002 onward, along with special appearances from previous players.
Additionally, this Thursday night at an event at Classic Football Shirts in Shoreditch, London, the retail version of the 500-shirt limited run will be available, one day before everyone gets to see the jersey and the Dons in action.
AFC Wimbledon, never one to back down from a challenge, is once again pushing the boundaries and dismissing doubters. Although the Dons have collaborated in the past, this is the first time they have defied convention by wearing a uniform that often goes against the norm.
Since many shirt collectors will want to purchase the kit when it goes on sale, the organisations involved are timely and relevant get their hands on a piece of history.
