Four different markers within the shirt design activated exclusive pieces of club content, from a celebration of twenty years at St Mary’s to a montage of memories from the Dell, as well as a lifesize AR model of club captain James Ward-Prowse showing off his ball skills from the user’s living room. Once all four hidden triggers were located, a 360° AR portal was unlocked, allowing users to step onto the pitch to enjoy an up-close perspective of their favourite players during training. This is truly a kit of the future, with the physical shirt opening up a new communication channel between the club and their fans. Thanks to this technical innovation, Southampton saw kit sales rise 24% year on year - the highest sales the club has seen since 2017. The digital nature of the experience also allows for future content updates to keep fans engaged all season long.