Burnley have unveiled a new away kit that was developed over the past two years with help from investor JJ Watt, bringing together club history, modern merchandise and a growing American connection.
The strip features a nod to the old Burnley badge first used in 1887, while the font was inspired by an old match-day programme. It is the latest example of Burnley leaning into its identity rather than stripping it back, with Watt saying he prefers crests that “tell a story” rather than purely minimal designs.
Watt's role in the project
Watt, who invested in Burnley in 2023, said being involved with the club has gone far beyond a standard ownership experience. “The ability to actually be involved in the board and the players and managers, it's been everything I hoped for and more,” he said.
He also reflected on the turbulence Burnley have gone through since then, pointing to three managers, two relegations and one promotion in just three years. “I definitely enjoy the promotions better than the relegations, that's for sure,” Watt said, before adding that the club is hoping to “get back up, promoted and then stay up and provide some stability.”
A kit with history and a wider audience
The new away strip is also part of a broader Burnley effort to become more familiar to American audiences. The club has been active in the United States, including a trip to Ohio and Utah, while last year Justine Bedford flew to Kansas City to set up a pop-up boozer as part of Premier League Mornings Live. Recently, five players, including Zeki Amdoimi, were across the pond at the World Cup.
That backdrop helps explain why the new shirt launch feels bigger than a standard kit reveal. Burnley are not just selling a shirt; they are presenting a club identity that now stretches from Turf Moor to supporters overseas. Watt said he hopes Burnley's old-school edge still comes through in the design: “I hope he would appreciate it. I think it represents that toughness, that hard-nosedness and the blue collarness of Burnley.”
For Burnley, the new away kit is a simple product with a longer story behind it. Two years in the making, it reflects a club trying to respect its past while building a more visible future. A full breakdown of Watt's kit involvement is available in JJ Watt helps design Burnley Fc’s 2026-27 away kit, while recent on-field and transfer updates include Aaron Ramsey equalizer keeps Burnley Vs Espanyol level at 1-1 in early preseason action and Burnley’s five-million-euro move for Ugo Raghouber is the sort of deal that makes sense — and demands patience.
