The alternative strip – described by Castore’s chief commercial officer Danny Downs as “radical” with “colour pops” – is the first time the US ownership group has become directly involved in the design process.
The club’s new executive team have been told to turbocharge commercial income to match the Friedkins’ ambitious on-field targets of being in the mix for Europe within two seasons.
Everton’s new home shirt is inspired by the waters of the River Mersey (Photo: Everton)
Fans will get the first glimpse of what that actually looks like on Friday, when the third strip is unveiled ahead of a friendly against Roma at the Hill Dickinson Stadium this weekend.
“We thought third [kit] was done but the new owners felt very passionately about a version of the design that we may not have gone with but they wanted to resurrect. It also gives us a nod to what the future design process will look like. Without being rude to the previous owners, they trusted [sports merchandising firm] Fanatics but the new owners are going to be front and centre in the design process.
It is not often you get to peek behind the curtain of such an important business deal for a club but Downs is well-placed to offer that insight.
That means he was the man who signed off deals for Le Coq Sportif, Nike and Hummel to make club strips before they moved to Castore, the firm founded by Merseyside brothers Tom and Phil Beahon in 2015, a year ago.
“When that relationship ended they were the first through the door.
“Tom openly describes us as trying to carry the fight to the absolute giants in our industry and that’s what Everton want to do. They’ve been there, it’s about the journey back. We see ourselves as trying to power and support that journey back so it’s a good fit.”
The away kit pays homage to the docklands surrounding the new stadium (Photo: Everton)There was a new manufacturer uplift in sales last year and the premium pro kit, which retails for £115, was also a surprisingly strong seller.
“Given that the five-year period included the farewell to Goodison, the hello to Hill Dickinson and the 150-year anniversary of the club, there would have been something wrong if we couldn’t drive a good deal and there’s been investment on both sides of it.
“They want to show their commitment to the club but they also back themselves to drive more volume through strong designs, a premium quality product and that’s what we’re seeing [at Everton].”
The five-year partnership with Castore is reportedly worth around £100m in total (Photo: Getty)“It’s quite a lot of pressure and responsibility because they’ll only turn 150 once and they’re doing it before almost every team in world football,” he says.
“We’ve been having conversations about it for a while because – without canvassing so many opinions it becomes unwieldy – you do want to try and bring in as many opinions as we can about what it looks like.
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There are plans – not yet signed off – to launch a fourth kit later in the season as well as what Castore calls “hype” ranges, with bolder, edgier designs.
“There’s nothing on the drawing board at the moment but Umbro has a great history with Everton – it was the 1995 FA Cup final kit – so if we can make something work there we will,” Downs explains.
“The founders are 32 and 35 years old – the brand is nine years old,” he says. “They’ve crammed a lot into those nine years.
“There was probably already a desire [at Villa] to move away at that point, speaking diplomatically.
“I think the way the brand was shot at was pretty bloody harsh – I’d like to think we’d get behind our own British brand a bit more than we did – but I look at the pivot.”
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“What we got from that was probably a decade’s worth of learning in 12 months or less,” Downs says.
The deal is only a year old but Castore already wants to extend that.
“We’d love to,” he says. “This is a bucket list club for Castore and if it becomes a long-term partnership, it suggests we’re doing something right.”
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