In a unique move, Swedish club IFK Göteborg’s new home jersey, designed by Craft Sportswear, has launched exclusively through supporter-owned establishments throughout Gothenburg for an exclusive period ahead of the 2024 Allsvenskan season.
The sheer scale of new kit launches these days sometimes isolates a club from its connection with its home city. Couple that with the fact that a lot of cities across the world boast more than one club, and there’s always going to be a divide. But that’s not the case for Swedish side IFK Göteborg. They are, unlike many others, the entire city's team and not only for those in a specific area, and they have ensured that their latest home shirt for the 2024 Allsvenskan season is for the whole city through a unique campaign.
The retro-inspired design is rooted in traditions and guidelines stemming from the club's rich history going back to 1904. Unlike regular launches where the star players often take centre 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 in 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," said Gustaf Rönneklev, marketing and merchandise manager at IFK Göteborg. "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."
Craft designer, Daniel Ekelund said: "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."
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 18 of March.
