The highly anticipated AFC Bournemouth 2026-27 home kit has officially dropped, marking a major aesthetic shift for the Cherries. After a long stint with Umbro, the club has ushered in a new era by signing a club-record, five-year agreement with renowned Danish sportswear manufacturer Hummel. Additionally, this new release features Vitality as the primary front-of-shirt sponsor, proactively replacing the club’s previous betting sponsors ahead of the Premier League’s impending front-of-shirt betting ban.
AFC Bournemouth 2026-27 Home Shirt
AFC Bournemouth 2026-27 Home Shirt
Here is a detailed breakdown of the fresh, bespoke design that fans will see at the Vitality Stadium this season.
Bold Stripes and Golden Accents
The full frontal view showcases a powerful take on the club’s traditional identity. The kit features thick red and black vertical stripes, complemented by a solid black crew-neck collar and black shoulder panels. Hummel’s iconic chevrons are presented in a striking gold across the shoulders, and the brand’s logo sits proudly on the right chest. The new Vitality sponsor logo is housed within a vibrant pink circular cutout, interrupting the central black stripe to ensure maximum visibility.
AFC Bournemouth 2026-27 Home Shirt
Intricate Detailing and Sublimated Patterns
Hummel has clearly prioritized bespoke detailing for their debut Bournemouth strip. A close-up of the modern club crest highlights the crisp embroidery against the textured red and black fabric.
AFC Bournemouth 2026-27 Home Shirt
The true standout element, however, is woven directly into the shirt’s red stripes. As showcased across the chest area and upon closer inspection, the red fabric features an intricate, sublimated tonal pattern. This subtle, repeating motif adds a premium, customized feel to the kit, distinguishing it from standard manufacturer templates.
A Nod to Local Heritage
Turning the shirt over reveals that the bold red and black stripes continue fully down the back of the jersey.
AFC Bournemouth 2026-27 Home Shirt
The crowning jewel for long-time supporters, however, is a small but highly significant detail located at the nape of the neck. The back of the collar features a beautiful golden print of the historic Bournemouth coat of arms. Complete with its distinct visual elements and the town’s traditional motto, “Pulchritudo et Salubritas” (Beauty and Health), this retro touch elegantly ties the club’s modern ambitions to its deep local roots.
AFC Bournemouth 2026-27 Home Shirt
Buy a classic AFC Bournemouth shirt from The Kitman: