This football club’s new jersey is launched through supporter-owned establishments throughout the city

IFK Göteborg is one of Sweden's most successful football clubs of all time. They are, unlike many others, the entire city's team and not only for those in a specific area. Ahead of the 2024 season, IFK Göteborg together with Craft, have developed a new jersey from scratch. It is tailored to the elite player on the field but also with the fans in the stands in mind.

Unlike regular launches where the star players often take center stage to present the new kit sold in the club shop, IFK Göteborg has chosen to do the complete opposite. The jersey will officially be released in the club shop within a few weeks, but as of this week, it can be purchased at bars, shops, hairdressers, restaurants, and other supporter-owned establishments located in and around Gothenburg.

"This is the whole city's jersey, just like we are the whole city’s team. It is a tribute to our supporters and to the local establishments where we gather, shop, and socialize when we're not at our home stadium Gamla Ullevi," says Gustaf Rönneklev, marketing and merchandise manager at IFK Göteborg.
In collaboration with Forsman & Bodenfors, the approach has been to recognize that IFK Gothenburg, unlike many other urban teams, isn't tied to a specific area but rather belongs to the entire city.

"It's a unique way of launching a match kit, placing the supporters at the forefront. Through them, we generate excitement about the club all around the city, reminding everyone that Gothenburg is blue and white," says Anna Karlsson, creative at Forsman & Bodenfors. IFK Göteborg’s new jersey is rooted in traditions and guidelines stemming from the club's rich history going back to 1904. The design is retro-inspired with striped sleeves.

"At Craft, we value the importance of creating a unique design for IFK Göteborg, and this year our focus was on honoring the passion and fellowship through all levels. From the first-team stars to the youth players in the academy. From the lifelong supporter to the child attending their very first match," says designer Daniel Ekelund at Craft.

The jersey is available for purchase at local establishments in a very limited edition. If you don't manage to buy it at your local haunt, it will be available in the club shop from the 18th of march.