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Sporting KC's third jersey is "Pitch Black"
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MLS Sporting KC VP/Stadium & Brand Revenue John Moncke said that a "key component of KC’s success off the field has been the transition away from dealing in just sports apparel and toward what Moncke ...
calls a fashion and lifestyle brand," according to Charles Gooch of the K.C. STAR. Moncke said that the Sounders were "the No. 1 MLS team in merchandise sales" last season, but Sporting KC "was a close No. 2" despite that it averaged 19,709 fans per match compared to about 45,000 for the Sounders. Sporting KC in '10 "was in last place among all MLS teams in merchandise sales." The "surge in sales and popularity can mostly be attributed to the team’s success on the field." Moncke said, "We wanted to treat this club as a fashion company. We focused on fit, fabric and the right trends. I think that is what’s helped the club outperform some of the bigger-sized markets in the league." The club's third jersey for '14, dubbed Pitch Black, was the Sporting KC's "first full fashion-forward offering," as it "looks more like a preppy polo shirt than a jersey and was designed to look as good with denim as it does on the pitch." Sporting Creative Lead Chad Reynolds said, "This new jersey is about as soccer as it gets. But we can also make it look cool. ... It looks awesome with jeans." Reynolds said that the team "has already begun work on the next primary kits," but whether there "will be a third next year is still to be determined." Moncke: "We’re a next level club. Best team on the field, best fans, and we want to have the best kits, too. Fashion is an important part of our brand. You’re definitely going to see fashion-focused jerseys that continue to escalate over the years" (
K.C. STAR, 3/19).
