Schedule of outings from May to August
Every year, the period from May to August is the most strategic for the football business. It is during this key time that kit manufacturers unveil the new official club jerseys , before the start of the seasons and pre-season tours.
Adidas, Puma, Kappa, and Mizuno follow well-defined release schedules , now eagerly awaited by fans and collectors alike. Here's a detailed, month-by-month breakdown.
May: First official unveilings and teasers
May marks the start of the announcements. Clubs finish their season, and kit manufacturers begin to build the narrative around the new kits.
What usually comes out in May
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First home kits for major clubs
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Teaser campaigns (videos, official photos)
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Presentations related to the club's history or anniversary
Brands and clubs involved
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Adidas often launches the first home kits for premium clubs like Real Madrid or FC Bayern Munich
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Puma is starting to tease its flagship clubs, notably Manchester City and Olympique de Marseille.
👉 May is a key month for eager fans and early adopters.
June: Mass launch of home jerseys
June is historically the busiest month for official events. Clubs want to present their new identity before the summer holidays and international competitions.
What's coming out in June
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Official release of the home jerseys
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Deployment of Replica and Authentic versions
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First player flocking of the new season
Dominant brands in June
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Adidas : high volumes across major European clubs
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Puma : highly publicized releases with strong storytelling
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Mizuno : more targeted, often premium unveilings, as with AS Monaco
👉 June is the month when the best sales really start .
July: away jerseys and commercial ramp-up
In July , clubs are in their summer preparations. The new jerseys are worn during friendly matches, which greatly accelerates adoption by the fans.
What's coming out in July
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Away jerseys
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Lifestyle and training variations
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Highly sought-after junior collections
Brand positioning
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Puma often stands out with bolder designs
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Adidas consolidates sales with strong pre-season visibility
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Kappa is focusing on elegance and simplicity for clubs like OGC Nice
👉 July is a very strong month for holiday + gift shopping .
August: third kits, special editions and peak demand
August marks the official start of the championships. Equipment manufacturers take advantage of this to release their most creative pieces.
What's coming out in August
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Third kits
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Special editions and limited series
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Last outings before the official restart
Strong trends
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Very stylish third kits , often inspired by local culture
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Jerseys designed as much for the stadium as for lifestyle
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High demand for clubs with high media exposure
👉 August sees a peak in sales , driven by the resumption of competitions.
Why the May-August period is crucial for fans
Buying a jersey during this period allows you to:
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to have the new design available from the start of the season ,
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Enjoy a full range of sizes and flocking options .
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to follow club news at the same pace as official announcements.
The most dedicated fans often target the May and June releases, while design enthusiasts wait for July and August for the away or third kits.
In summary: the football shirt release schedule
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May : teasers and first homes
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June : Massive official releases
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July : away jerseys and training collections
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August : Third kits and special editions
This cycle is now well established at Adidas, Puma, Kappa and Mizuno , and structures the entire football commercial season.
Conclusion
Understanding when new football jerseys are released allows you to plan your purchases and avoid missing out on the most popular models. Between May and August, each month has its role, its new releases, and its key moments.
At PlanetFoot, this period concentrates the bulk of the official new releases and the most anticipated club releases.
When do the new football kits come out? Release calendar from May to August
Every year, the May-June-July-August period is the most strategic for the release of official club jerseys . Adidas, Puma, Kappa and Mizuno follow a fairly stable launch schedule: first the home kits , then the away kits , and finally the third and special editions.
Here is a clear, month-by-month calendar to understand when new jerseys are released and to better anticipate the most anticipated models.
May: First official unveilings and teasers
The month of May usually kicks off the sequence. Clubs are approaching the end of the season and kit manufacturers are starting to build the narrative around the new kit.
- First home kits for some major clubs
- Teasers and official photo/video campaigns
- Storytelling linked to the club's heritage, anniversaries, local symbols
June: Mass launch of home jerseys
June is often the busiest month for new releases. Clubs want to showcase their new home before the summer, pre-season tours, and peak demand periods.
- Official release of the home jerseys (replica and authentic)
- New season flocking options are now available on best-selling items.
- Start of related collections (training, pre-match, lifestyle)
July: away jerseys and commercial ramp-up
In July , the pre-season speeds everything up: friendly matches, summer tours, media visibility. It's often the time for away kits .
- Away kits (outdoor jerseys) released for many clubs
- A major focus on junior ranges and popular sizes
- Strengthening of training/pre-match lines
August: third kits, special editions and peak demand
August coincides with the start of the championships: demand skyrockets. Brands take advantage of this to release their most creative models and limited editions.
- Release of third kits and alternative jerseys
- Special editions, collaborations, drops plus “lifestyle” items
- Final strong performances before the full resumption
Quick summary of the calendar
- May : teasers + first home visits
- June : Mass exodus from homes
- July : away + training + junior
- August : third + special editions + peak in demand
FAQ: Jersey releases
When will the new football kits for the season be released?
Most new kits are released between May and August . Generally, clubs unveil the home kit first (May/June), then the away kit (July), and finally the third kit and special editions (August).
In which month does a club release its home kit?
The home kit is most often released in June . Some clubs release it earlier in May with a teaser announcement, but the main wave remains June.
When will the away kit be released?
The away kit is usually released in July , when clubs enter pre-season and wear the new designs in friendly matches, which boosts demand.
When will the third kit (third jersey) be released?
The third kit often arrives in August , close to the start of the championships. It's also the period for the most daring designs and limited editions.
Why are jersey releases mostly done between May and August?
Because it's the ideal window to launch the new season: the end of the sports season, the transfer window, pre-season, and the resumption of competitions. This is when fan interest and media visibility are at their highest.
Should you buy it as soon as it's released or wait?
Buying as soon as the product is released allows you to have the best choice of sizes and quick access to custom printing . Waiting might be worthwhile for certain promotions later on, but the most popular sizes and models often sell out first.
What is the difference between an authentic and a replica jersey?
The replica is designed for fans: comfort and everyday wear. The authentic is the "player" version: lighter, more technical, with a more fitted cut.
