Shrewsbury Town surprise a young fan with a heartfelt announcement that her design has won the new 2025/26 away kit competition.
In September 2024, Salop did something rather different to what other clubs do, giving fans the unique opportunity to get creative, play a key role in the design process.
For the home kit, Oxen asked the fanbase to vote for what type of shirt they’d like to see the players walk out in next year.
The four options were: Classic, Retro, Out there / Futuristic, and Stylish / Tailored.
Shrewsbury also launched a competition for their young fans to design the away kit, inviting children aged 14 and under to use their imagination, bold patterns or cool colours considered, but it must be purple, pink, black, green and red. Designers could also use any illuminous colour.
Our new away kit: Designed by Imogen, worn by the team 🤩
— Shrewsbury Town FC (@shrewsburytown) July 10, 2025
CLUB STATEMENT:
Shrewsbury Town are delighted to reveal our away kit for the 2025/26 season – designed by talented young Salop fan, Imogen Hill.
The kit is the result of a competition we launched last year, inviting youngsters aged 14 and under to create their dream away strip for the team to wear on the road.
The competition drew hundreds of entries from young fans, with the Shrewsbury Town Foundation also getting 30 schools from across Shropshire involved in the project.
After receiving all the designs, the club created a shortlist of four, which were sent to our retail partners, Oxen.
From there, Oxen selected the winning entry based on creativity and compliance with EFL regulations and started making the bespoke kit.
The final step was to break the exciting news to Imogen.
After contacting her parents, we discovered the teenager – who was 12 when she submitted her design – is part of our Emerging Talent Centre.
Run by the Shrewsbury Town Foundation, the programme supports girls aged 10 to 16 who want to develop their football skills.
Imogen was training at the stadium earlier this week when she received a surprise visit from John Marquis and George Lloyd.
Not only did the two strikers join in with the session, but at the end, they revealed to Imogen she had won the competition – presenting her with the very first version of her winning kit.
A shirt was also gifted to Imogen’s younger sister, Beth, who had also entered the competition.
We are delighted to reveal our away kit for the 25/26 season – designed by young fan, Imogen👩🎨
The kit is the result of a competition inviting youngsters aged 14 and under to create their dream away strip
We would like to say a huge thank you to everyone who took part 🙏
🩷🖤
— Shrewsbury Town FC (@shrewsburytown) July 10, 2025
Shrewsbury Town CEO Liam Dooley said: “We’re always looking for new ways to involve our fans, so thanks to our partnership with Oxen, we were thrilled to launch this competition for a young supporter to design our away kit.
“It was fantastic to see so many young fans take part – and the standard of entries was outstanding. It really was a tough decision.
“Huge congratulations to Imogen, who created a brilliant design that I know the players love – and we hope our fans will too.”
You can purchase our new away kit by clicking HERE.
The finer details 🔍✨ pic.twitter.com/eKQ7Sfy9Z9
— Shrewsbury Town FC (@shrewsburytown) July 10, 2025
You can also check out more of the latest new kits unveiled by Premier League, EFL and National League clubs by clicking HERE.
There was plenty of reaction on social media after Shrewsbury surprise a young fan with an announcement that her design has won the new away kit competition…
@willthomas67: That is glorious
@LukeShrews: Get her designing all our kits 😂
@Cam3Evans: Another brilliant shirt and something very different! Great work again @shrewsburytown
@Salop_Wack: yeah fair play she’s smashed it
@KatieEdwards_11: Love this shirt 💥 Looks banging & on point. Looking smart for next season with the home & away kit. Now what the 3rd kit is like? 🤔
@LeoRobsonSTFC: Wow 😍
gezrge: That’s absolutely fire
@ColinPep1: Well done Imogen 👏
@CameronMooresey: Very nice kit anorl
dazfrance3110: That simple and smart!
@jhu1401: Well done Imogen 👏🏽👌🏼
@foreverayellow: ah this is lovely, the look on her face, great design, and wish more clubs did something like this or even looked at concept kits made by fans
Jonny Harris: Fairplay to the winner that is a great choice of design. I’m sure it will be a great seller. Salop Salop Salop
Peter Franks: what a brilliant idea this is, and nice to see something different too. Deserved winner, and I’m sure it’ll go on to sell rather well. Want to see more do this. Reach out to schools. All about the community. The youngsters are the future of the club.
Mark Evans: Love this….
James Lines: Great family club 👌
— Ben (@BenGreener_) July 10, 2025
Something different, looks clean 😮💨 #salop pic.twitter.com/rOCgjCBUuT
— Oliver Howells (@oliverhowells5) July 10, 2025
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