This is the new West Bromwich Albion 11/12 Third football shirt made by Adidas.
The Baggies registered the adidas design with the Barclays Premier League in case their traditional blue-and-white-striped first kit and cyan-and-navy change strip clashed with other teams' home colours.
And the PGMO (Professional Game Match Officials) have requested the team to wear the red outfit (modelled by Paul Scharner) at Stamford Bridge, after deciding Albion's other two strips are too similar to Chelsea's home kit.
"We're a little bit surprised we have been asked to wear the red kit this early in the season, especially as we've worn blue-and-white stripes at Chelsea in the Premier League before," said chief executive Mark Jenkins.
"But we respect the PGMO's decision and will kit out the team accordingly."
Albion will stock a limited number of red third kits in club stores from October - and the Baggies will be hoping it once again proves a lucky colour.
Albion have had red kits in each of the past two seasons - as a change strip in 2009/10 and as a third kit last term - and have only lost once while wearing it.