The new Stoke City away kit has broken all club records for sales over the first 10 days.

Stoke had actually intended to release a change strip inspired by 1992/93 last season but the project was put back to this summer and has had an incredible response since it hit the shelves on June 28.

A launch featuring 1990s hero Mark Stein saw supporters queue down the road to buy it. Hundreds of fans then headed to the bet365 Stadium’s Boothen Quarter, which was packed for seven hours as DJs played music from the era. Supporters wearing a new shirt had free entry and a free pint.

Nathan Le-Moine, head of retail and ticketing, said: “Some designs are worth sitting on. Our ’92 inspired away shirt was originally earmarked for 24/25 but put aside for 25/26 instead. Supporters queued in their numbers, and all records have been broken by this one. Stokies yearning for a bit of 90s nostalgia have snapped up more shirts within the first 10 days than any other shirt launch on record.”

This comes as Stoke recorded 18 per cent higher gross retail profits in 2024/25 while reducing overheads by 34 per cent.

They have quickly turned around a centenary range for this summer, designed by Midlands firm Boxcey, while a home strip with a fan-led design is believed to have had sales roughly in line with most previous seasons.

Blush pink training gear has been well received since it was unveiled a couple of weeks ago.

Le-Moine added on social media: “Designed in consultation with, and voted for by supporters, our bold new (home kit) stripes have provoked discussion amongst fans.

“Adopting a more unconventional, fashion led colour pallet, our training and travel range seems to have supporters tickled pink, with sales up 28 per cent vs last year.”

Mark Ledgar, Stoke’s e-commerce manager, tried to add some perspective to the process behind the kit going from imagination to success.

“Sometimes in football, things move so fast that you barely get a moment to appreciate the wins but this one’s special,” he wrote. “Last week saw the launch of our brand-new away kit, and it’s been one of the most successful launches of my career.

“What fans see on the day is just the final product of months of behind-the-scenes work form multiple photoshoots, hundreds of edited assets, new web layouts, carefully crafted product descriptions, and endless optimisation to make sure everything lands perfectly. It all came together beautifully.

“And on a personal level, this kit means a lot. It’s a modern take on one of my favourite shirts from childhood, so to help bring it to life in this way has been something truly special.

“Even better, the campaign was shot in The Underground, a legendary local club where I’ve often DJ’d. When my two worlds collide football and music, it makes the project that much more meaningful.”

Argyle make it three from Stoke

As Maksym Talovierov joins Stoke City from Plymouth, Arabella Suttie has followed Roisin Kivel and Marie Hourihan to join Argyle’s women’s team from Stoke.

Versatile Kivel had spent 11 years with Stoke, captaining the team under head coach Hourihan last season, while defender Suttie had been with the club for 12 month, making 30 appearances including 26 starts.

“I’ve had the pleasure of working with Arabella during my time at Stoke and watch her develop into a great defensive player,” said Hourihan. “She was someone I spoke to everyone at Argyle about upon my arrival here at Home Park, and we’re delighted to see that she’s committed to the club. Arabella will be an integral part of our success this season.”

Stoke started pre-season training under new coach Sarah Richardson last week.

Tickets go on sale

Stoke have an initial allocation of 1,680 tickets for their pre-season friendly at Crewe Alexandra on Wednesday, July 23 (7.30pm).

Tickets are now on sale priced at £10 for adults, £5 for under-19s and £1 for under-11s – and are all subject to a £1 booking fee.

Tickets are also now available for warm-up games at the bet365 Stadium against Wolves (Saturday, July 26, 3pm) and Burnley (Saturday, August 2, 3pm).

The Tile Mountain Stand will be open for both games for home supporters and tickets cost £13 for season ticket holders, £10 for over-65s, £4 for under-18s, £4 for under-15s and £1 for under-11s. It is £15 adults for non-season ticket holders – all, again, subject to a £1 booking fee.

Stoke City pre-season dates

Wednesday, July 9: Stoke City v Shrewsbury Town (H), 1pm kick-off (behind closed doors)

Friday, July 11: Potters fly to Andalusia for training camp

Wednesday, July 23: Crewe Alexandra v Stoke City (A), 7.30pm kick-off

Saturday, July 26: Stoke City v Wolverhampton Wanderers (H), 3pm kick-off

Saturday, August 2: Stoke City v Burnley (H), 3pm kick-off

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