AFC Bournemouth enjoyed a superb 2025/26 season. Having only re-established their Premier League status in 2022, the cherries impressed with their all-action performances, ultimately finishing in sixth place at the end of the campaign.
This helped them secure automatic qualification to the UEFA Europa League, marking the club’s first ever foray into European competition. Plenty will be new for the team in 2026, and it was recently revealed that the club are also going to be collaborating with an all-new kit manufacturer next season.
For the last nine seasons, AFC Bournemouth’s kits had been designed and manufactured by English brand Umbro, which is based out of Manchester. However, that deal is now old news, and Danish sportswear giants Hummel are set to replace them.
Hummel is set to be in charge of kits for the next five years, and this deal is reported to be the biggest in the AFC Bournemouth’s history.
The shirt features the classic red and black stripes that have been the foundation of the home kit for years. Within the red stripes, there is a tonal pattern that is slightly visible. This is a nod to the club’s original crest from 1936, adding a subtle shout-out to the team’s history that fans will appreciate.
Apart from this, there are also plenty of gold accents on the shirt. The Hummel logo, the shoulder chevrons and a gold 1936 sign on the back of the neck all stand out in the same shade of gold.
Other subtle details include a 2×2 ribbed collar, elasticated neck tape and a woven finish to the club crest, while the Hummel logo is printed on raised silicone.
From a conceptual standpoint, such design elements check all the boxes for a good-looking shirt. Several fans, however, were not too impressed with what they saw.
On first glance, it does seem that he logo of AFC Bournemouth’s main sponsor, Vitality, looks out of place in the centre of the shirt, and many supporters seemed to share this opinion.
Offffttt that new Bournemouth home shirt is a shocker. pic.twitter.com/XiI28oBW5H
— Tom Carnduff (@TomCarnduff) July 10, 2026
Been begging Hummel to make our kits for years and they partner with Bournemouth and make the worst home shirt I’ve ever seen #fairs https://t.co/NfmrJG0WNc
— Alfie (@alf_bhafc) July 10, 2026
A fan even shared a simpler version of the design which arguably suits the shirt much better.
@afcbournemouth @Vitality_UK
— DJ (@stokeyred) July 10, 2026
🫣🫣 Could have been so good! pic.twitter.com/Z3abEumaJM
Vitality and AFC Bournemouth have been affiliated to each other for over a decade. The partnership between the two parties began in 2015, with Vitality initially purchasing the naming rights to the Cherries’ home stadium.
In December 2025, they expanded their collaboration to become the front-of-shirt sponsor.
This new deal takes effect from the 2026/27 season onward, as fans might remember that Asian betting platform “BJ88” was the name that featured on the front of Bournemouth’s kits last season.
While the new kit designs will continue to divide opinion amongst fans all season long, one thing that everyone will collectively be looking forward to is to see if Bournemouth can continue playing the fast-paced, high-octane brand of football they were known for last season, now that they must get used to competing on multiple fronts.
