OASF ran a survey from 30 July to 7 August asking for feedback on this season’s kits, what fans want from future kits, how replica shirts should be priced, and feedback on kit culture more generally.
We received 439 responses. Thank you to everyone who completed the survey. We have analysed and summarised the responses. We are publishing that summary but will also be sending it to the Club.
Design & colour
92.7% of respondents had a positive opinion of the colour of the 2023/24 home shirt with 83.8% expressing a positive opinion about the design. Respondents also commented on what they wanted from future home kits:
The most common response was in support of including tangerine in home kits, with some asking for an increase in the amount of tangerine trim on shorts, socks and sleeves.
The second most common response was suggesting that future home shirts should be similar to the 2000-2002 and ‘50s and ‘60s home shirts with a thick blue central stripe and white either side (similar to Ajax’s iconic kit).
Many respondents also suggested that future kits be remakes of retro kits, including ‘90s and ‘80s kits, but a similar number also asked for future home kits to be unique designs.
Many respondents also expressed a desire for the Club to develop an identity with its kit. These respondents said many clubs play in similar style kits to Latics and that a unique identity should be developed to make shirts instantly recognisable as Oldham Athletic shirts. Suggestions included ‘Ajax-style’ shirts but in blue, a single diagonal stripe, and linking the kit to the town’s heritage.
A small number of respondents expressed anti-tangerine sentiments, favouring white or red accenting or plain blue shirts.
90.2% of respondents had a positive opinion of the colour of the 2023/24 away shirt with 79.0% expressing a positive opinion about the design. Respondents also commented on what they wanted from future away kits:
Most respondents asked for more tangerine away kits in the future.
There was also strong support for unique designs in away kits, for manufacturers to be more creative and out there in their approach.
Some respondents also suggested alternative kit colours. The most popular colours suggested (in order) were white, red, yellow, and green.
A small number of respondents also asked for remakes of retro away shirts, from the ‘90s mainly.
Only 50.0% of respondents had a positive opinion of the colour of the 2023/24 third shirt with 35.3% expressing a positive opinion about the design. Respondents also commented on what they wanted from future third kits:
Most comments asked for third kit to be creative and unique to Oldham with strong opposition to sharing a third kit with another club, particularly Manchester City.
The second most common response was that third kits are not needed with others suggesting last year’s away kit should be used (explored more in our Kit culture section).
The most popular suggestions for third kit colours were white, green, and black in that order. But red, pink, and yellow were also suggested.
There was another push in these comments for the Club to use its kits to develop an identity.
Several respondents also commented that the third kit should be used as an opportunity for fans to design and/or vote on the kit.
Replica kit prices
The survey indicated that fans believe £40 is a fair price for an adult replica shirt. Common reasons for the lower price point were:
Poor quality (lack of an embroidered badge was cited most often).
Too expensive for a non-league team’s shirt.
Stockport’s Puma shirts are being sold for £45.
Some also stated that football shirts in general are too expensive and that the Club’s price was ultimately in line with many other clubs.
The survey indicated that fans believe £30 is a reasonable price for a junior replica shirt. On average, only 2.43% of respondents felt that the current price (£45) charged for junior replica shirts was fair. Some of the explanations given include:
VAT doesn’t apply on children’s clothing so there should be a significant difference in price between adult and junior shirts.
Chesterfield sell their junior shirts for £35 compared to Oldham’s £45.
Expensive junior shirts make Latics inaccessible to children.
The price difference in adult and junior shirts does not take into account the difference in material amount.
The votes and comments also showed that many respondents felt that third kits should be cheaper. The two main reasons given were that they are played in less often by Latics and some also explained that their response was based on the current third kit; with it being a template kit used by many other clubs and available online for £20 (without the Oldham badge).
We asked respondents how often each type of kit should be produced. The most common response was that kits should be produced every two seasons. We also asked whether standalone third kits should be produced. Respondents were fairly evenly divided on this question with 56.06% wanting standalone third kits and 43.94% preferring previous away kits be used.
We also asked for general comments on kit culture:
The most common comment was that replica kits are too expensive at Latics and across England.
The second most common response was suggesting that the Club should stagger the release of kits so that there is only one new kit per season, like Brentford have implemented, and how things were done until the early 2010s. Some also suggested that the away kit should be used as the next season’s third kit. Staggering kits and using the previous season’s away kit as the current season’s third kit were both cited as good ways to reduce the financial burden on fans.
Many respondents also talked about the financial impact of the expense of replica kits on parents, particularly those with multiple kids, where buying a shirt for every member of the family can easily cost £100s.
Some respondents suggested that a wider range of clothing and merchandise in the club shop could make up for producing kits less frequently. Some also suggested that they would prefer to buy and wear subtle Latics clothing than a replica shirt.
Some fans proposed trade-in schemes for previous seasons’ kits, particularly for when children grow out of them. They suggested fans could be given a small discount or voucher to be spent on future kits. The traded-in shirts could be recycled or donated locally to families that cannot afford to buy a kit.
Other notable feedback
Some other themes that were consistently raised throughout the survey responses included:
A consistent ask for higher quality shirts, with most responses focusing on the lack of an embroidered badge. Some also requested shirts with collars, and smaller sponsors.
Some respondents also asked for the option to buy replica shirts without sponsors printed on them. Some expressed that the sponsor printed on the shirt would affect whether they buy it or not.
Throughout the survey, several respondents asked for the ‘90s/’00s badge to be brought back.
Greater fan engagement on all kits was requested, with the third kit seen as being a particular opportunity for fan involvement.
Several respondents wanted mini kits for young children to be sold.
Some respondents also asked for kits to be sold with a women’s fit, like OASF’s recent 1895 Legends Series shirts.