Swindon Town have officially launched their 2025/26 home kit, accompanied by a heartfelt campaign that celebrates identity, pride, and togetherness within the local community.
The initiative, named My Town, My Shirt, goes far beyond a simple kit reveal — it is a tribute to the shared passion and spirit that football brings to Swindon.
The new home shirt is now available to pre-order online and symbolises unity and belonging among supporters. This year’s launch is unique in its approach, developed in close collaboration with the Swindon Town Official Supporters Club, TrustSTFC, and supported by the Football Supporters Association’s Fans for Diversity initiative.
The campaign showcases a series of film portraits taken across Swindon, capturing the stories of fans from diverse backgrounds and generations. Each image tells a tale of connection — between the town, its people, and the game they love. Inspired by the national My City, My Shirt movement, this project shines a light on the importance of inclusivity within football, reflecting the variety of voices that make up the Swindon supporter base.
The Fans for Diversity initiative, created by the Football Supporters Association alongside Kick It Out, seeks to make football a welcoming space for all. By highlighting underrepresented fans, the campaign aims to foster a sense of belonging where everyone feels valued.
Hannah Kumari, Fans for Diversity Campaign Manager at the FSA, praised the club’s commitment: “Launching this campaign alongside the new kit shows that diversity is at the core of Swindon Town. It’s not just a gesture but a genuine part of the club’s identity.”
Nick Coote from TrustSTFC added, “Belonging means giving space to every voice. This campaign is about much more than football kits — it’s about who we are as a community and how football brings us together.”
Chris Kyle, Chairperson of the Swindon Town Official Supporters Club, emphasised the campaign’s forward-looking message: “We’re proud this campaign represents not only our history but the future, where every fan feels visible, heard, and proud to wear the shirt.”
James Watts, Chief Commercial Officer at Swindon Town Football Club, said, “This launch is special because it centres on our people — the true heart of the club. ‘My Town, My Shirt’ perfectly captures what it means to be part of Swindon Town. It’s a celebration of every supporter who wears the shirt with pride.”
Whether you’ve been supporting the club for years or are just joining the community, the 2025/26 home shirt stands as a symbol of pride and belonging.
Pre-orders for the new kit are now open online. This is more than football — it’s Your Town. Your Shirt.
