The Jersey Reveal
Observed as a holiday in the Garden State
Since nobody loves rebranding more than Haslam Sports Group – they really do – Tuesday was a big day for the Cleveland gang. It was the day that the Crew (and other MLS teams) unveiled their jerseys for the 2026 season. Many people get excited for this on an annual basis, like Black Friday.
I say "jerseys" because to me, a kit isn't a kit without shorts. And shoes. Or, as they say, boots. And socks.
One can foresee a day when fans of the game from across the globe have become inured to the annual jersey reveals, and the excitement has dissipated to the point where the jersey reveal is akin to the unveiling of the new Buick lineup.
Then, we will see shorts reveals, then socks, then shinguards, and, ultimately, underwear.
Imagine: "The Crafted For Excellence Athletic Supporter."
From the official Crew press release:
The Crafted for Excellence Kit further strengthens the Crew’s hardworking identity through simplicity, clarity and purpose. Elegant and wearable, it allows the Club to continue to push forward and evolve while staying true to the Black & Gold’s ethos.
The Club’s kit features a collar for the first time since 2018. The jock tag on the lower front left side draws subtle color accents and inspiration from the City of Columbus flag and honors local pride, while the bespoke design pulls in the texture of a soccer pitch and pays tribute to the Crew’s legacy as Major League Soccer’s first Club. The kit also features a secondary signoff design with the phrase “Wholeheartedly Committed to Crafting Excellence” and the Club’s founding year of 1996 on the inside neck. The introduced palettes encompass coral and teal, which debuted with the Crew’s travel gear earlier this year.
Left: Couldn't they have fit a few more descriptors into the neck label, like: "WHOLEHEARTEDLY, EARNESTLY AND WITH GREAT HUMILITY COMMITTED TO HONESTLY CRAFTING AUTHENTIC EXCELLENCE." Right: An homage to the Columbus flag, which is wholly appropriate given the infrastructure investments and tax incentives allotted for Astor Park. While on the subject, where's the rest of Astor Park?
Authentic Crew polyester short-sleeved shirt with someone's name on the back: $195 at mlsstore.com. Without name on the back: $160.
Only the finest polyester, people.
A few thoughts:
- A professional designer told me this: "It's hard to screw up a yellow jersey. And they didn't."
- Dating to the time when Don Garber thought the Crew would be relocated, Nashville has always sported yellow. The SC's new yellow shirt is called "The Reverb Kit," which, by the way, has some periwinkle accenting that is of the same hue as the Columbus flag. In the SC's case, the periwinkle is a nod to the Nashville city flag (which is more indigo/cobalt than periwinkle, but I digress).
- Orlando ("Sunken Treasure Kit") and Portland ("Civic Stadium Kit") also trotted out yellow jerseys for 2026. Austin did not. Austin did, however, take the same name for their jersey rollout as the New York Red Bulls: "Rooted Kit." It is the mark of authentic ambition.
- Supporter Supply Co., a local merchant and supporter/supplier of/for Disrespected Media, unveiled a pair of new jerseys earlier this week – "Columbus Retro Kit" and "For Our City Kit." Their new shirts go for $75 apiece, plus $10 if you want a custom name/number. Their polyester is also excellent.
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Michael Arace
