This is the new 09/10 Heerenveen Home kit made by Jako.
The stripes and waterlily leaves represent the districts of Friesland. The crest on the club emblem is the symbol of the flag of Friesland. The flag of Friesland is based on the arms of the 15th century.
A unique tradition in the Dutch eredivisie is that the Frysian national anthem is played and sung before every domestic match. The UEFA doesn't allow this tradition in European matches.