Typography

 

 

Q and A with joma UK

We're proud to announce our first exclusive interview with a top football kit manufacturer on footballshirtculture.com

John Woodfield, Director of Joma UK was kind enough to answer some questions about the Joma brand and their football kits. We asked some friends of FSC to help out with some questions. Many thanks to John Woodfield, Simon Shakeshaft, John Devlin, Chris Oakley.

 

Questions : FSC

1) Can you tell us how the proces of designing a football kit goes, and how long it takes from A-Z to create it?

Joma UK ) The process is always ongoing, as soon as Joma and the club launch a new kit we are starting on the next seasons requirements. The process includes research within the History of the Club, and to the requirements by many of those involved, Chairman, Board Directors, Manager, Commercial Director,and supporters. For Joma the full timescale of the process from initial research and then selected designs, to manufacture, to launch at the respective club takes 10 months.

2) What does it take to become a football kit designer?

Joma UK ) Firstly a degree in garment design, secondly experience in Sports performance wear, design and performance specificatons, and then knowledge of the sport the design is being considered for and the regualtions by the sport surrounding the products.

 

Questions :  Simon Shakeshaft from Footballmatchshirts

 

1) Which personnel with a club you are designing a new kit for has the most influence in the new style, eg the manager, the chairman/board of directors or the commercial department?
Or do you get given complete autonomy over style and design and then provide samples of different ideas for them to choose from?

Joma UK ) This varies from club to club and can depend very much on the partnership the Kit suplier has with the club. From a kit suppliers perspective you wish to provide the best quality garment you can and in keeping with the Sports brand tradition, but always in recognition of the clubs needs. Most brands will have the expectation to design the product as that is why the club has appointed them,in addition to the sports brands guarantee that will have been built up over many years, so the purchaser has confidence in that brand and his or her club and will enjoy the experience of buying and moreover wearing the product. There is not one major influence at any club, it is a collective decision making process, which then will lead to designs being presented in graphic form before being made into samples.



2) How much consideration do you have the give to clubs traditional colour scheme and history when you design a new style? Does the tradition help or hinder?

Joma UK ) Quite a lot of consideration is given to this area of the design process, and really tradition always helps as the club has and is always going to be around as long as brands are or longer.

 

3) How much does this particularly apply when you design a totally new style away or third kit? How brave are you to introduce new colours into a teams kit that have never been traditionally associated with that club?

Joma UK ) The Joma brand has shown how brave it is with Sevilla's flouro kit in the UEFA cup last season, and the "picasso paint " design on the Costa Rica kit worn in the opening game of the World Cup. There is a greater "freedom " for any kit design which has not got the responsibility of carrying the tradition and heritage of being the Home playing kit. An away kit needs to also recognise the times it will be worn and who against, so Joma regularly discusses this with the club secretary. As for bravery, sometimes that is down to the football club and it's knowledge of their own fans and whether they think their supporters would like to be different enough.



4) Many of the new style kits are generic to manufacturers all that changes is the colours, so what can you tweak to help make a kit style unique to a club, is it just colour or anything else?

Joma UK ) Joma UK will always strive to offer a unique design to each of the clubs we are the official kit supplier to, as can be seen with Charlton Athletic, Cardiff City, Derby County and Queens Park. We do not need to think then on how to "tweak " a design as it starts out as an original for that club and remains as is for that term of its life.



5) Are you aware in the design process about slight differences between shop replica's and the shirts the players wear, or is that a manufacturing issue further down the process? With a number of "smaller" manufacturers not having these differences are you as a designer even aware they exist?

Joma UK ) The Joma brand only makes one quality shirt, this is then used by everyone, players and supporters. I am aware of other brands offering amended quality in their associations with clubs and these are not confined to "smaller" sports brands, but as I say, Joma makes one quality of product. There is no
real issue in the manufacturin g process that can not be overcome, however if this is happening it may be for good reason.

 

 

Questions : John Devlin from True Colours

 

1) I have a suspicion that kit design in recent years has moved away from the 'designed to look good with jeans' trend of the 90s and early 00s, do you think that is true? Are kits going back, primarily,to being merely functional items for use on the football field rather than the high street?

Joma UK ) For Joma, we approach the design from a performance based perspective. Additionally, club management , players, supporters always wish the garment to be aestheically pleasing to the eye, which we take into consideration. The design for "wearing with Jeans look" is not something a manufacturer can really control, with fashion changing quicker than sportswear and the time lines required to deliver the new playing kit, it is rarely going to be in tune with one another.



2) It seems that football fans prefer a plain and simple, clean and traditional approach to football kit design, while those fans who have a big interest in football kits themselves seem to get excited by the more contemporary, daring and flashy kits (like adidas' recent templates) with coloured panels and plenty of trim. Which of these approaches do you think makes a good kit?

Joma UK ) For Joma, we prefer, classic clean lines, that can reflect the heritage and traditional colours of the club.

 

 

Questions : Chris Oakley From Some people are on the pitch

 

1) What's the most easy and difficult aspects of designing a kit for a team?


Joma UK ) The easy part is traditional colour selection, the most difficult... Waiting for Sponsor confirmation and that companys artwork, then addressing how it should translate within the product.



2) How aware are you of design trends used by other manufacturers and do you try to follow them yourselves?

Joma UK ) We are aware of trends, but try hard not to follow but do our own thing with the club, ater all that's why we have been appointed, to make a difference.



3) How loose or specific are the requirements that are laid down by the teams you design for?

Joma UK ) This vary's from club to club, and we can work both ways. Generally a good club will run the football club and allow the partners involved to deliver the designs for selection with qualification as to the research behind each one.



4) Are you open to suggestions or submitted design ideas from the public?

Joma UK ) If there was quantifiable and qualifiable reasoning behind the suggestion, we would consider it and discuss with the club the merit of the suggestion.



5) How easy is it to come up with new ideas for kits? Queen's Park new Joma kits 07/08

Joma UK ) As long as we all have one head and two arms, it remains within the boundary's of the human form !. Seriously, each design is a challenge as it should be. We will continue to seek either new eco friendly fabrics, performance enhancing fabrics and the latest technology in sponsor and club badge applications.



6) Which of your competitors do you admire most with regards to the kits they design?

Joma UK ) Each has their own requirement,so some I personally like and some I do not, but that's as far as I look.



7) What do you feel have been your most popular kits?

Joma UK ) I think this is one for the fans of the web site to answer not me.

 

 

 

Comments (0)

There are no comments posted here yet

Leave your comments

Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
Type the text presented in the image below

LATEST FOOTBALL KITS

Napoli 2018-19 Kappa Home Kit

Napoli 2018-19 Kappa Home Kit

In collaboration with SSC Napoli, Kappa’s research and development centre has designed a technical fabric with aggressive and striking imagery…
Norwich City 2018-19 Errea Away Kit

Norwich City 2018-19 Errea Away Kit

Norwich City FC revealed the brand-new Errea 18/19 away kit. The white shirt features modern stripes in the club colours, a nod towards the club's…
Wigan Athletic 2018-19 Puma Away Kit

Wigan Athletic 2018-19 Puma Away Kit

Similarly to their 18/19 home kit, Wigan Athletic's going retro with the 2018/19 Puma Away Kit. A play on the away kit of the 1995-98 era when Dave…
Everton 2018-19 Umbro Away Kit

Everton 2018-19 Umbro Away Kit

Everton FC and Umbro have unveiled the new 2018/19 Everton away kit in a campaign fronted by the Everton Ladies team. The new kit, which will be worn…
Atletico Madrid 2018-19 Nike Away Kit

Atletico Madrid 2018-19 Nike Away Kit

This is the new Atletico de Madrid 18/19 away football shirt by Nike. Blue is a colour long associated with Atlético de Madrid. In fact, it has been…
Tottenham Hotspur 2018-19 Nike Away Kit

Tottenham Hotspur 2018-19 Nike Away Kit

The new Tottenham Hotspur 18/19 away kit by Nike has been revealed. For the away kit, binary blue and polarised blue knit sleeves reinforce the…
Tottenham Hotspur 2018-19 Nike Home Kit

Tottenham Hotspur 2018-19 Nike Home Kit

The new Tottenham Hotspur 18/19 home kit by Nike has been revealed. Tottenham Hotspur's much-anticipated new stadium is the inspiration for the…
Schalke 04 2018-19 Umbro Home Kit

Schalke 04 2018-19 Umbro Home Kit

FC Schalke 04 and its new kit supplier Umbro launched the brand new 18/19 jersey that the players from now on will be wearing for their home games at…
Schalke 04 2018-19 Umbro Away Kit

Schalke 04 2018-19 Umbro Away Kit

The new Schalke 04 away kit for the 18/19 season has been released just in time for the start of the new partnership between FC Schalke 04 and its…
Blackburn Rovers 2018-19 Umbro Home Kit

Blackburn Rovers 2018-19 Umbro Home Kit

Blackburn Rovers unveiled the new 18/19 Umbro home kit, which is a celebration of the club’s proud heritage and origins. The iconic and stylish strip…
RB Leipzig 18/19 Nike Home Kit

RB Leipzig 18/19 Nike Home Kit

The design of the RB Leipzig 18/19 Home Kit is based on the red and white club colours. The dynamic, striking shoulder pattern symbolizes Die Roten…
RB Leipzig 18/19 Nike Away Kit

RB Leipzig 18/19 Nike Away Kit

The RB Leipzig 18/19 away kit has light blue shoulders and the sides of the shirt are set apart from the classic blue body. Yellow shorts and blue…
Newcastle United 2018-19 Puma Home Kit

Newcastle United 2018-19 Puma Home Kit

This is the new Newcastle United 18/19 Home Shirt by Puma which has been developed with dryCELL technology which optimises comfort by wicking sweat…
Juventus 2018-19 Adidas Third Kit

Juventus 2018-19 Adidas Third Kit

Juventus revealed the new third kit for the 18/19 season, by Adidas. Combining modernity in look with cutting-edge technology, the third jersey is…
Manchester United 2018-19 Adidas Home Kit

Manchester United 2018-19 Adidas Home Kit

Manchester United has revealed the new Adidas home kit for the 18/19 season. The latest jersey marks 140 years since the club was founded, with a…
Birmingham City 2018-19 Adidas Away Kit

Birmingham City 2018-19 Adidas Away Kit

Birmingham City will adorn a yellow away shirt for the first time in five years during the 2018/19 season. Designed by adidas, the away shirt uses…
Bradford City 2018-19 Avec Sport Third Kit

Bradford City 2018-19 Avec Sport Third Kit

Bradford City AFC revealed the new 18/19 third kit by Avec Sport. The 18/19 third shirt by Avec Sport is exclusive to Bradford City FC and features a…
Bradford City 2018-19 Avec Sport Away Kit

Bradford City 2018-19 Avec Sport Away Kit

Bradford City AFC revealed the new 18/19 away kit by Avec Sport. The 18/19 away shirt by Avec Sport is exclusive to Bradford City and features a…
Sheffield United 2018-19 Adidas Away Kit

Sheffield United 2018-19 Adidas Away Kit

Sheffield United have unveiled their new away kit for the 18/19 season. With a continuation of the club's partnership with kit supplier adidas,…
Lazio 2018-19 Macron Home Kit

Lazio 2018-19 Macron Home Kit

Macron and S.S.Lazio are proud to present the historic 'flag shirt' as the new home shirt for 2018-2019. A shirt that has been voted by many as being…