Following the release of our '26 Home Shirt, we can go behind the scenes from design to launch...
Read more on the details behind the design and the campaign to launch it.
Design
Planning for the shirt begins many months in advance of the release, with initial conversations around concepts taking place in the early part of 2025. Following this, lead options are identified and further exploratory design work carried out.
St.Helens R.F.C. Head of Marketing Mark Onion commented: “We always want to try tell a story when choosing a shirt design, as well as taking into account wider trends. The 30th anniversary of such an iconic season for the Club was a clear opportunity for us to grasp, alongside our partners O’Neills, and to opt for a design that would resonate with fans of all age demographics.
The rise of ‘Retro’ as a cultural theme amongst our own fanbase, and more generally, was also something we wanted to capitalise on”
A thorough research process around the 1996 shirt including reviewing the playing shirts from that season, meant that a design was developed, which kept as close as possible to the original from 30 years ago.
“We wanted to go fully all-in with the design, rather than a ultra-modern interpretation of an older shirt, which would have still been a viable option. We felt a central part of this was the use of the Town Crest. It was a hugely significant element of the original design that we wanted to retain.
It’s fair to say the fit of the shirts however do differ hugely between 1996 to today!”
Following an extensive sampling and review process undertaken by the merchandise team, the result was a design with very strong similarities to the original version.
Merchandising Manager Steve Law commented: “The design process alongside O’Neills was very smooth and thorough, which allowed us to focus on getting the details right from the outset. Their team were great in assisting us get to the final design phase and then sign off.”
Launch
Following the finalising of the design and the beginning of the production process. The next stage was the planning and execution of the marketing launch.
Mark Onion commented further: “Once the design had been agreed we wanted to ensure the launch was fitting of the product, theme and above all the legacy of the original shirt. We of course wanted to emote feelings of nostalgia, but also pride in the Shirt, Club and Town.”
An extended release build-up, including teaser trailer and main launch was something that had been in the planning for many months.
The release included many small touches, cultural references and ‘nods’ to the Club and Town, including to new stadium partner BrewDog, The Steve Prescott Foundation, St.Helens Star and local establishments well known in Saints fan culture.
The final ingredient was a legend from the era, and non-better than Tommy Martyn or ‘Tommy God’ as he was revered by the fanbase, featuring alongside the new generation of our squad in Harry Robertson, George Whitby and Owen Dagnall.
“The launch was a huge collaborative effort from a range of club staff in a number of departments including Marketing, Media and Merchandise. This was all delivered solely from the team, with no external agency utilised throughout the process, other than our long-serving club photographer Platty. We are hugely proud of this effort and hope the fanbase love what we have been able to produce.
Go Behind The Scenes
Watch below to go behind the scenes of the trailer shoot.
The launch trailer was filmed in some well-known local establishments in the heart of the Town.
The Cricketers Pub team and Phil Chadwick whose Ford Escort was used in the shoot.
Marg, of Marg’s Chippy.
Credits:
St.Helens R.F.C. Merchandise, Marketing & Media Teams
Players – Matt Whitley, Mark Percival, George Whitby, Owen Dagnall, Harry Robertson, Tommy Martyn
Models – Tom & Sophie
Vehicle – 1990 Ford Escort courtesy of Phil Chadwick
Photography – Bernard Platt
Locations:
The Cricketers Pub, Peter Street
Marg’s Chippy, Balfour Street
Plus, filming on location – Newlove Avenue – the site of the old Knowsley Road Stadium.
We would also like to thank the St.Helens Star, the Steve Prescott Foundation and Taylor Prescott, for their assistance with our launch.
You can buy the shirt online at the Saints Superstore here.
