Worcestershire County Cricket Club is launching its new kit with a campaign filmed in Bologna.
Senior men's and women's team players travelled to the Italian city to shoot content for the release of its 2025/26 kit, marking its first-ever overseas kit launch.
The campaign is being created in partnership with Macron, the club’s newly announced official teamwear partner, which originates from Bologna and will play host.
Brett D’Oliveira, men’s club captain, said: "Being part of a kit launch is always special, but this feels like something else.
"The club wants this kit to be a real statement, something supporters feel proud to wear, and something that makes people take notice.
"To be out in Bologna with Macron and the team capturing the campaign is a real privilege, and we can’t wait for everyone to see what’s coming in early February."
The collaboration marks the first time a county cricket club has partnered with Macron, a global sportswear manufacturer with a strong presence in elite sport.
Clare Boycott, women’s club captain, said: "This is about more than a new shirt, it’s about how we present ourselves and how we connect with people.
"The ‘Art of the Game’ direction has given everything a really strong identity, and it’s exciting to be part of something designed not only for our loyal supporters, but to bring new audiences into the club as well.
"I can’t wait for the launch next month."
Worcestershire is producing a wide range of launch content during the trip, including high-end photoshoots, feature videos, behind-the-scenes footage, and interviews with players, staff, and representatives from Macron and club partners.
All creative work for the 2026 kit is based on the 'Art of the Game' concept, developed collaboratively by the club’s marketing team and BEARD, its creative partner.
Dave Webb, creative director at BEARD, said: "‘Art of the Game’ is about capturing the craft, the grit and the beauty of cricket, and expressing it in a way that feels unmistakably Worcestershire.
"This year’s range is built to perform, but also to be worn with pride beyond matchday.
"Filming in Bologna gives us a perfect setting to connect the club’s story with Macron’s heritage, and we’re creating a campaign that’s bold, modern and made to reach new audiences ahead of the early-February reveal."
This content will be released across club channels as the build up to the full launch, scheduled for the early stages of February, continues.
Macron CEO Gianluca Pavanello said: "The early stages of our exciting new partnership with Worcestershire CCC have given us an amazing insight into the ambition and innovation that the club possesses.
"Harnessing that ambition and working together cohesively is one of the many reasons we are delighted to be able to work with Worcestershire moving forward.
"Having welcomed the team here this week to Bologna and see the passion that runs through the club first hand, we cannot wait to see how things continue to flourish moving forward."
It says the Bologna shoot is not just about the kit itself, but represents "the first glimpse of a new partnership, a new look, and a new bold way of telling the Worcestershire story."
Further details on the official launch timing, kit availability, and supporter information are expected to be released by the club in the coming weeks.
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