How lower-league Grimsby Town launched the most desirable football kits of the summer
Grimsby Town, a League Two club from the English fishing town of Grimsby, has generated significant buzz with the launch of their 2026-27 season kits. The away shirt is a modern reimagining of a 1996 Lotto design that was originally a carbon copy of AC Milan's fourth kit from the previous season. The club collaborated again with Italian sportswear company Lotto and filmed the unveiling video in Naples, Italy, drawing nearly 800,000 views on X within a week. The kits pay homage to the club's Italian affinity, including former Serie A winner Ivano Bonetti and the town's history as a major pizza producer. Marketing head Jack Johnson emphasized the club's strategy of using storytelling to create unique, desirable kits rather than opting for an off-the-shelf design.
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