INSPIRATION

To capture the spirit of the era that inspired the shirt, the launch photoshoot took place in a classic Swansea pub with a distinct 1990s feel.

The Ambition is Critical campaign also features Welsh singer-songwriter, poet and author Jack Jones. Born and raised in Swansea, Jones is best known as the frontman of indie rock band Trampolene and for his distinctive blend of rock music and spoken-word poetry.

The campaign film follows Jones on a journey through the city as he searches for his long-forgotten shirt from the 1990s, bringing the inspiration behind the new away kit to life. The soundtrack features the unreleased Trampolene track 'WHAT YOU GONNA DO ABOUT IT?'.

MATERIAL 

Produced by Joma using 100 per cent recycled polyester, the away kit forms part of ongoing efforts to reduce plastic waste and support more sustainable manufacturing, reflecting the club’s wider environmental ambitions.

The fabric provides excellent breathability thanks to a state-of-the-art micromesh finish, while Joma’s flatlock seam system delivers enhanced elasticity and freedom of movement.

HOW TO BUY

The retro-inspired design will go on sale in-store and online from 10am on Friday, August 7.

AG1

Swansea City can confirm the club has agreed a landmark front-of-shirt partnership with AG1 ahead of the 2026-27 Championship season.

Established in 2010, AG1 is a global health company that empowers people to take ownership of their health with simple, science-backed supplements. Driven by a core value of continuous improvement, AG1 is committed to raising the standard for quality, efficacy, and third-party testing.

As the club’s official front of shirt partner, AG1 products will be available to all Swansea City teams, and their name will adorn all men’s and academy Swans’ shirts during the course of the forthcoming campaign. 

ASI:One

Swansea City is pleased to announce a new record shirt-sleeve sponsor partnership with ASI:One by Fetch.ai ahead of the 2026-27 Championship season.

The agreement will see ASI:One by Fetch.ai’s logo proudly appear on the sleeve of the Swans’ home, away, third and goalkeeper kits for the upcoming campaign.

SWANSEA BUILDING SOCIETY

Swansea City is proud to announce an extension to its partnership with Swansea Building Society, which will see the society continue as the club’s official back-of-shirt sponsor.

The agreement marks the eighth consecutive season of collaboration between the club and the society, further strengthening a successful and long-standing relationship.

The extension will see Swansea Building Society’s branding on the back of Swansea City’s home, away, and third kits for the 2026-27 season.