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West Ham Stars Open Up On Identity, Faith & Self-Expression In Third Kit Campaign
With the new season on the horizon, a feeling of optimism and ambition is coursing through the West Ham United ranks, as the prospect of success is very much on the cards for the Hammers. The 2025/26 season offers the squad a fresh start, with the learnings and experiences of the previous year they’ll be eager to make their mark. The ability to look back and reflect to fuel future success isn’t just a mentality, it’s what the new Third Kit represents.
The kit pays homage to the Club’s origins back in 1895 as Thames Ironworks F.C., the works team of the Thames Ironworks and Shipbuilding Company, with a new crest solely featuring the iconic crossed hammers logo. A timely reminder that iron is forged in the heat, and despite any pressure, this club will always rise to the occasion.
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The campaign seamlessly blends the Club’s historic legacy with the modern age, featuring six players across the Men’s and Women’s teams, from established stars to emerging talents. All the players are decked out runway-ready with the new and improved Third Kit a centrepiece for all the outfits, tying in each player’s individuality with the overarching essence of what it means to wear the badge.
It’s clear that this kit represents more than just a new season, it’s an ode to both the past and the present. The latest crest is as bold as it is eye-catching, while the design is complimented heavily with a strong gold colour. Representing not only the steely determination synonymous with the east London club, but it also acknowledges their recent success, namely, their triumph in the 2023 UEFA Conference League, the club’s first major honour for 43 years.
The campaign took place against the backdrop of a towering golden Hammers sculpture, standing proud yet firm, as the player alternated in front of it. The intertwining of traditional and contemporary elements was a prominent theme throughout the day. A tribute to the past, but equally a statement of future intent.
This kit is more than just a design; it tells a story. It serves as a physical reminder to every player and fan of the values that have been at the heart of the Club since 1895. Humility, hard work, respect. However, it also signals a new dawn as the Iron Age gives way to the Golden Age.
With the team looking ahead to the new season with renewed optimism, it seemed timely to reaffirm what it means to be a Hammer. And despite the variety of ages, experiences, and journeys, there was a resounding consensus amongst the players about what the iconic crossed Hammers symbol represents.
One of the most prominent themes was “family,” with last season’s Hammer of the Year, Aaron Wan-Bissaka, determined to credit his team’s role in receiving the award — “I was very grateful, but I didn’t do it alone, the team helped me get through it.” Youngster Freddie Potts echoed this sentiment, reiterating the connection between the team and its supporters. “When you’re in the team and around the squad, you just feel like you’re part of a family, but not just with the team, but with the fans as well — it’s just a massive, massive family.”
Defender Jean-Clair Todibo, who arrived at the club last summer, eloquently summed up the familial feeling around the club. “People in and around the club show me a lot of love, and that’s just the way the club is. Everyone has been really kind to me since I’ve been here; it’s like a real family. We try to create this in the group, and I think it’s going to push us a bit more this season.”
When asked if the Hammer symbolises his journey, club captain Jarrod Bowen shared, “My journey has been unique to other players and I’ve had to work hard to get to the point where I’m at now. I think my work ethic is one of my biggest assets, and I think that is something that resonates with the roots of this Club and our crest.” Similarly, rising star Princess Ademiluyi acknowledged the importance of discipline, “especially with the history around the Club, you can see that we’re always pushing.”
Despite the campaign centred primarily on the new kit, the intertwinement of football and fashion throughout the shoot underlined the importance of individuality and self-expression in the game. Verena Hanshaw, a qualified mental trainer and life coach who has co-founded a creative studio founded on art and mindfulness, recognised the importance of self-expression in the game, particularly from a mental health perspective.
“I think it’s one of the most important things because we all know that if you need to hide something or you can’t be yourself, the problem gets worse. I think everyone should be brave enough to be who they want to be, and it doesn’t matter what other people say. If you’re having trouble with it, then talk to someone or get some help. I think everyone who is out there showing who they really are is super important.”
However, individuality in football comes in many forms, and for Bowen it is rooted in his particular playing style. “I think it’s important because in football, it’s about focusing on your own job. You’re in a team, but you’ve got your own goals. You’ve got your own attributes that help the team to achieve and win. There will be things that you’re really good at. There will be things that you struggle with. I think it’s just about focusing on what you’re good at, what you can bring to a team and just have that drive and hunger from within you that you can take into a team environment.”
On the other hand, Ademiluyi chooses to express herself through her hair. “I’ve done a lot of colours and personally it’s about expressing whatever’s on my mind, I want people to see what’s going on in my mind and I’m not scared about what people think. The colour just expresses what I’m feeling at that moment. I’m unpredictable, I would say, and I like that.”
Both Wan-Bissaka and Todibo rely heavily on their faith, and it is this commitment which empowers them to be able to bring their whole selves to every session and match. The prominent role faith plays in Wan-Bissaka’s life is evident through his tattoos. “My favourite tattoo is the one on my neck, it says faith. It’s about my journey and having faith in yourself, no matter how hard life gets you, always have faith and belief that you can get through it.”
The charismatic Frenchman is equally committed to expressing himself, “I try to be myself every time. I don’t try to sell anything to people if it’s not me. I just don’t care about what people are going to think about me; I just do my stuff.”
With the club looking ahead, we decided to take a step back and encourage the players to reflect on their journeys. Academy graduates Freddie Potts and George Earthy looked back on their debuts fondly, visibly gleaming with joy as they shared their experience with us. Both youngsters also paid homage to the crucial role that going out on loan played in their development, personally and professionally.
Earthy highlighted the personal impact it had, “It definitely grows you as a person. Meeting new people, having to adapt to a different environment, and living away from home, it makes you grow up quite quickly.” While Potts recognised the professional development it provided, “As a player, it’s taught me that men’s football is completely different to academy football, it’s about developing your game and learning new things from players who have played at the top level. So I’ve learned a lot, and I’m thankful to all the staff and managers that have put trust in me to play as a younger player, which isn’t an easy thing to do.”
On the other hand, for Hanshaw, a seasoned professional with 120 caps for the Austrian Women’s national team, the developments in the women’s game were visibly an immense source of pride. “When I started, we had two coaches and that was it, but now you have 15-20 staff members. Also, the quality changed, which makes sense if you have more money, better equipment, and better infrastructure. I remember when I started, I didn’t know that it could improve as much as it has, but at the same time, it was also the best thing for me. It makes me really proud because I was a part of it, and it’s nice to see that it always gets better and better.”
As the shoot concluded and the players prepared to depart, the feeling of commitment and hope within the group was clear to see. Each player, having reflected on the significance of the badge and their respective journeys, left with renewed determination. Eager to succeed and make their supporters proud.
The 2025/2026 season represents a new dawn, ushering in the Golden Age of West Ham United.
‘Surely with hardship comes ease’ – Surah Ash-Sharh (94:5-6)
They often say you are a product of your environment. But Oday Dabbagh is living proof that you can embrace the experience of different cultures while being a powerful representative of your nation. We sat down with the 26-year-old Palestinian striker to delve deeper into his journey so far, the importance of authentic representation, self-expression through different mediums, faith, and much more.
Oday Dabbagh rose to global acclaim during his recent loan spell at Aberdeen, making the move to Scotland in the January transfer window earlier this year. The move proved fruitful for the striker as he ended the season a champion, lifting the Scottish Cup. His form has since earned him a summer move to Egyptian powerhouse, Zamalek SC, swapping the Scottish Highlands for the Cairo sun.
(Jack Rowley)
Born and raised in the Old City in Jerusalem, Dabbagh reflects on his childhood with great fondness. “It was a beautiful childhood. Since I was young, I used to play football in the alleys of the old town, and my relationship with my family was wonderful. I will say, they cared more about studying than football, but we found a compromise in the end.” [laughs]
A keen footballer from the very beginning, Dabbagh was one of many Palestinian children playing football with their friends at any opportune moment. Given the nation’s passion for the game, I was curious to learn more about why football plays such a big role in Palestinian culture.
“I think globally, this sport is so important because it really brings people together – fans, teams, players, countries. For us, it gives our people an incredible sense of pride. But beyond that, sport is powerful because it’s a gateway to build bridges.”
For Oday Dabbagh, football was that bridge, allowing him to play the sport he loves professionally. Despite typical Arab familial expectations on pursuing education, which I’m sure many of us can relate to, Oday’s breakthrough into the professional game came while he was just a teenager.
(Hussein Mardini – 3XV Sports)
“It was a wonderful feeling. I was very motivated to show my abilities, and that experience was the start of everything for me. That launched me into the Palestine U-18 Youth National Team Championship. To be honest, I didn’t expect to reach that stage at the time. I think I’ve always focused on working hard in the moment rather than anticipating what could be or what could come next. That mindset probably reduced the pressure on me.”
Making his professional debut in the Palestinian domestic league for Hilal Al-Quds at 16, he then guided the club to three consecutive West Bank Premier League titles. And became the league’s top goalscorer in 2019, bagging 16 goals.
Staunchly determined to succeed, Oday’s domestic exploits meant the youngster was garnering attention across both Europe and the Middle East, with the then-20-year-old opting to make the move to Kuwait. In the face of European interest, one would assume that it would be the most desirable option, but once again Dabbagh displays the level-headedness that has held him in good stead thus far in his career.
“I chose Kuwait because it was my first professional experience, and I wanted to adapt in an Arab country first. It turned out to be a really good decision that prepared me for Europe later.”
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Despite the elation of securing his first professional contract abroad, Oday admits to having mixed feelings about leaving home. “My feelings were mixed… joy, sadness, and fear. But once you get on the plane, those feelings disappear because you know you’re going toward your goal and you have to achieve it. Of course, I missed my family and friends, and that was difficult. But I learned a lot, and it only strengthened my dedication to my dream.”
Since making the move to Kuwait, Oday has played in six different countries, and he can’t speak highly enough of the experiences he’s had, particularly the impact it has had on developing his style.
“I’m really happy I played in so many countries. I learned new cultures, met new people, and picked up different styles of football. It made me adaptable. With style, each place has its own identity, but you also get this mix of cultures from other players – music, fashion, food, language… That has shaped me a lot, on and off the pitch.”
(@IMAGO)
Thriving at club level, Oday’s most prolific achievements have come on the international stage. Representing Palestine, the striker has gone from strength to strength with the “Lions of Canaan,” becoming the nation’s all-time top scorer with 16 goals in 45 appearances. Not only is he putting the nation on his back on the pitch, but Oday is a proud ambassador of his Palestinian identity, as he doubles down on how important the role is to him.
“I believe that this did not come out of nowhere; it came as a result of continuous work and commitment. I am truly proud to be a representative of my country, and I certainly thank every person who supported me or helped me to reach this level. It is a great thing to be an ambassador for your country.”
But football isn’t the only medium through which the 26-year-old chooses to express himself. A self-proclaimed fashion head, Oday’s style is equally versatile and experimental. Perhaps that may come as no surprise, given the melting-pot of experiences he’s had playing in six different countries.
(Hussein Mardini – 3XV Sports)
Most importantly, Oday firmly believes in the power of fashion as a vehicle of self-expression and identity, “It’s very powerful. It gives us the space to be ourselves and to show the moments and experiences we’ve picked up along the way.”
Not only does he represent his identity through football and fashion, but his very name pays homage to the culture he holds most dear. Names possess significant meaning in Palestinian culture, and so with that in mind, I asked Oday what his name means, to which he said: “Adi is an old Arabic name that means ‘running’ or a ‘fast enemy.’ Quite ironic, when one considers his attributes on the field, with speed and tenacity key hallmarks of his game.
‘Surely with hardship comes ease’ – Surah Ash-Sharh (94:5-6)
A powerful verse from the Quran that serves as a reminder that every difficulty is accompanied with relief, and even in difficult situations, there are blessings and ease.
With hardship an inevitability in football, it is crucial to bounce back from tough situations, and I was keen to explore how Oday motivates himself during periods of difficulty in the game.
“I tell myself that I am here to achieve a goal, and I cannot give up. And that is how I overcome difficulties. I talk to myself and motivate myself every time. Then I have my family, faith, and a deeper dream to make a difference. I do want to inspire young players. And when I remind myself of all of these things, I never stop pushing forward.”
(Palestine National Team)
At just 26, Oday Dabbagh’s story is far from over; from making his mark domestically, to securing his first professional contract and leaving home at just 20, to now being the face of the franchise for his national team.
As he settles into the lively city of Cairo, surrounded by history, the forward has not once forgotten his roots. Motivated by his hardships, a determination to make his family proud, and fulfil his goals, Oday is fast “running” to the top as one of the most influential figures in the game, transcending the boundaries of football, fashion, and identity, not to mention the “fast enemy” being a constant thorn in the side of opposition defences.
After reflecting for the vast majority of this conversation, it seemed poignant to conclude by looking ahead, asking Oday what he would like his legacy to be.
“That I gave it my all on and off the pitch, and that I took that, and used it to make an impact for the next generation. And that next generation did the same.”
Forever selfless, Oday Dabbagh is an inspiration and a role model, determined to use his growing profile to embrace his identity and advocate against injustice. Dabbagh’s career thus far has been remarkable, but his story has just begun.
As he celebrates his 28th birthday, Marcus Rashford will no doubt be aiming to push on after his strong start to the season, racking up 11 goals and assists in just 11 starts. But while Rashy invariably looks forward, we decided to look back, paying homage to the work he’s done and the impact he’s had, especially off the pitch.
The Mancunian burst onto the scene back in 2016, introducing himself to the Old Trafford faithful with a brace in the Europa League against Midtjylland. That same week, Rashy bagged yet another brace, this time in the Premier League against Arsenal. Destined for greatness, the path hasn’t always been smooth, but one thing is for certain: Marcus Rashford is the voice of the streets.
More than a footballer, Rashford never forgets his roots. Not only did he force a government U-turn during the COVID pandemic over free school meals, but he has also built libraries in primary schools across the UK and consistently supported his former primary school in Wythenshawe. Not to mention linking up with Carl Anka to write inspirational books for children.
From books to the booth, it’s no secret Rashy rocks with Lil Baby – just look at the EFL Cup celebrations in 2023 with Jadon Sancho. MBE has also linked up with DBE, as well as fellow Mancuinian Meekz. After a tough few years, Rashford has been ‘DUE4AWIN’ for a while, and he’s running it back in style this season.
Coming a long way from matching fits with Jesse Lingard, Rashford knows how to put it on. But after making a stand for what’s right, and giving back to those less fortunate, a situation Rashford can personally relate to, the pendulum of favour shifted. Despite his positive contributions, his charitable work has often been weaponised against him, in response to normal fluctuations in form. As layering chains, and supporting the next generation of underprivileged children, became seemingly incompatible.
The backlash he faced after his trip to watch the New York Knicks last November, epitomises the intense scrutiny players face when simply expressing themselves, as most of the discourse challenged his professionalism and used his outfit as justification of said criticism.
First and foremost, Rashford looked fly as hell in his LV hoodie and chains, not to mention the dope gold grillz. But most importantly, why is it being used against him when he is entitled to rock whatever drip he wants to? The whole narrative in mainstream media around black footballers and black athletes in general when it comes to self-expression needs to be questioned.
There is a fine line between criticism and personal attacks, and it often feels as though the discourse is targeted at Marcus the person rather than Rashford the footballer.
Granted his form during the trip wasn’t the best but he would be the first to admit that. Ultimately, you can criticise his efficacy on the pitch, but a line must be drawn.
In a time of increased mental health awareness within football, the media must be held responsible for their persistent efforts to challenge his integrity as a human being. Rashford has made some mistakes, and he will likely continue to make them, but what individual in their twenties hasn’t? Whenever the media discusses Marcus Rashford, they mention his wages, cars, and clothes. Yet, there is complete silence when it comes to his positive work.
From 39, to 19, to 10, Rashford is on his way back to being number 1. Whether he’s backstage at DBE concerts or linking up with Prince William, Rashford has always been more than a footballer. A cultural icon for his playing style, philanthropy, and positive impact, it’s time we appreciated what he has achieved at a young age.
In the words of Marcus Rashford: “If you back me, good. If you doubt me, even better.”
Happy Birthday, Rashy.