Burnley have unveiled their 2026-27 away kit with a campaign that places co-owner J.J. Watt at the centre of the club’s latest push to connect with supporters. The Clarets, relegated from the Premier League last season, revealed the cream-coloured jersey in a short film that spotlights Watt, who joined as a minority shareholder in 2023 and is a former Houston Texans defensive end and five-time Pro Bowl selection.
The video casts Watt as a vintage milkman driving a period-style milk float around Burnley, a playful nod to his former nickname, “The Milk Man.” The clip follows him past local landmarks and pubs and features encounters with cricket great Jimmy Anderson, businessman Dave Fishwick and former Burnley player and manager Stan Ternent, alongside a host of Clarets fans.
Watt, who helped design the shirt, said he did not want the kit to be “just another football shirt” and aimed to produce something “quintessentially Burnley.” He added that every decision began with the question, “Are we doing the supporters of this club proud?” Watt said the club “existed long before I arrived and it will exist long after I’m gone,” and described his goal as helping “honor its great past while also shepherding it to a brighter future.”
The most prominent design change is the restoration of Burnley’s traditional coat of arms crest after supporters called for its return. The heraldic emblem, which depicts two lions, a worker bee and the red rose of Lancashire, first appeared on shirts in the late 1970s and throughout the 1980s before being replaced by a streamlined shield in 2009 as the club rose to the Premier League.
Additional details include a pattern inspired by the Elizabethan stonework of nearby Gawthorpe Hall, where the club has trained since the 1950s and once converted an unused barn into a gymnasium, and a neckline typeface modelled on vintage Turf Moor ticket stubs from the 1960s and ’70s. The new away kit will debut at Turf Moor when Burnley hosts Torino in a preseason friendly on Sunday.
