Looks as though AO have had a big hand in it. Shame the red and white stripes don?t continue down the shirt it might have looked slightly better. Not a fan of it. Away one for me this season
There is no way this kit was designed for the AO sponsor. It's certainly been done for the J Davidson huge logo that takes up more space on the sides.
I dislike it a lot. Not the design, that's just fine. But for the fact we went with green. Horrible. We look like a Christmas decoration. We look like there could be allegiance to a certain green and white sh*te we all hate.
AO have a full brand guide for how to deal with their logo in other colours...

It's there slap bang in the centre in black. I have dreamed of us having a modern sponsor that will see us have a shirt that fits the current streetwear trends rather than the jpeg of doom we had before. This isn't it.
I hate being negative about things but I've been dreaming of this new kit and the overall release has been a disappointment.
It's 30 years since we played Tottenham at White Heart Lane this year, how we didn't look to make our kit nod back to then I dunno. Instead we went with the Sale Sharks away kit (which I like aesthetically at least) and this. We could have saved this one for a year or two, added a nice bottom to it like the kit we wore at Deepdale and had room for a fat new sponsor on the lower part.
We as fans want to wear our colours for games, but we also want it to be something worth wearing at other times. These kit's ain't it. I'll still wear my KGR black and yellow shirt out to the pub thanks. That f**king thing has a certain absolute C**ts name on it still and I'll wear that out of preference.