AFC Bournemouth launch third kit at O2 Academy Bournemouth

Friday 14 July August: With the World Cup a fading memory and the start of the Premier League season just seven days away, O2 Academy Bournemouth was proud to collaborate with AFC Bournemouth this week as the club launched their third kit with Hummel.

For three days the venue was transformed into a celebration of football, creativity and culture. It all kicked off with the official launch of the third kit – attended by Lewis Cook and Alex Tóth, from the men’s team, and Katie James, captain of the women’s.

Bournemouth legend Steve Fletcher, ex-England keeper David James and former world champion boxer Chris Billam-Smith also stopped by. The latter a particularly nice touch having cut his teeth in the ring at boxing events held at O2 Academy Bournemouth.

The launch was followed by a free, two-day exhibition showcasing a collection of artists who created original works inspired by the new third kit and the moments and players that have shaped the club's history.

Featuring artwork from renowned football creatives including Toby de Bruine, Ricardo Cavolo and Mark Johnson, alongside established local artists and emerging talent, the exhibition showcased a diverse range of artistic styles and perspectives. From iconic moments in the club's history to fresh interpretations of the new third kit, each piece celebrates what AFC Bournemouth means to those who follow it.

The venues owned and operated by Academy Music Group (AMG) are rooted in local culture and each has an identity within its city or town. Having two Bournemouth institutions come together to celebrate football, creativity and culture was a proud moment for all involved.

From football kit launches to boxing events to hosting The Killers’ frontman Brandon Flowers in October, O2 Academy Bournemouth is demonstrating the wide versatility that all AMG venues possess when it comes to innovative and forward-thinking programming.

Photo credit: Chris Lopez