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.
