Southampton FC launches three kit design-inspired NFTs

Becoming the first-ever English Premier League club to launch an NFT of its kit designs, Southampton FC turned to London-based design and brand studio ShopTalk/DEPT to forge a strategy which focused on fan connection rather than novelty.

The three works of digital art, each depicting the club’s home, away and third strips, have been put up for auction on Web 3.0 marketplace OpenSea. Forging a link between the NFT and the real world, the highest bidder will also receive a real-life limited-edition version of the kit.

James Wood, co-founder and creative director at ShopTalk/DEPT, says, “We had the pleasure of working alongside our friends Formidable and Southampton FC to bring the NFT kit designs to life. By connecting the NFT kit to a real one, Southampton has created a necessary bridge between digital investment and a meaningful physical item. It’s a bold move that signals an evolution in how football can bring real value to fans using emerging technology.”

Sarah Batters, director of marketing and partnerships at Southampton Football Club, says, “As a club, we have always looked for new and innovative ways to push the boundaries and to connect with our fans. This season is no different and our kit is all about being bold and brave. With this in mind, we wanted to create three unique NFTs that will be collectable items for our fans.

“Whilst we appreciate that not everyone will be ready to dive into the world of NFTs, we want to be bold in giving our supporters the choice to explore this exciting and new area. This is a great chance to offer our fans something special that balances the spirit of where we have come from with the determination to be bigger, bolder and braver in everything we do next.”