Wear the National Team Jersey with Pride: The view from the Diaspora

A new chapter is unfolding for Cameroonian football as the Cameroon Football Federation (FECAFOOT) has officially partnered with Swiss sports brand FOURTEEN to become the official kit supplier for the Indomitable Lions. Founded by Italo-Romanian Andrea Picciau in 2011, FOURTEEN was chosen by FECAFOOT’s Emergency Committee from a pool of six bids, marking a pivotal moment in the country’s football history. The Swiss brand, already making waves in Africa, is now poised to make a significant impact with this collaboration.

The partnership promises to bring innovative gear to all national teams, as FOURTEEN also outfits Bendel Insurance and the Edo Queens in Nigeria. The brand is dedicated to preserving the rich legacy of the Indomitable Lions while infusing modern style and performance into their kits.

In an official statement, FOURTEEN proudly announced its partnership with FECAFOOT, bringing an end to months of uncertainty regarding the team’s kit supplier. « THE INDOMITABLE LIONS ARE HERE! We are proud to announce our new partnership with FECAFOOT, » the statement read. « This collaboration represents a major milestone in our African journey as we now supply kits for the Cameroon Football Federation’s men’s, women’s, and youth teams. Together, we will continue to inspire pride, passion, and excellence in football. This is just the beginning! #passionisalwaysright. »

The new replica jerseys, designed for fans, feature a match-worn aesthetic combined with dry-CELL sweat-wicking technology to keep supporters cool and dry on matchdays. Made using innovative RE:FIBRE recycling technology, the jerseys are crafted from at least 95% recycled textile waste, making them not only a statement of style but a step forward in sustainable performance wear.

The Authentic jerseys, designed for athletes, incorporate ULTRAWEAVE fabric, reducing weight and friction while providing an athletic fit for elite-level performance.

FOURTEEN becomes the third kit supplier for the Indomitable Lions in just four years, following Coq Sportif (2019-2022) and One All Sports (2022-2024), whose contracts were ended by FECAFOOT.

Cameroonian fans are eagerly anticipating the release of the new jerseys, which promise to blend tradition with innovation, reflecting the Indomitable Lions’ esteemed legacy.

Nyambi Scott, a passionate Cameroon supporter, shared his excitement: « This is an exciting moment for African football, especially with the Africa Cup of Nations for both men’s and women’s teams in 2025. We can’t wait to see the iconic moments in these new kits! »

The football kits market is a crucial segment within the global sports apparel industry. Football kits, also known as football uniforms or jerseys, are specialized garments worn by players during matches. These kits typically consist of a jersey, shorts, and socks, all adorned with team colours, logos, and sponsor markings. Football kits are vital not only for team identity but also for fan engagement and sponsor visibility, making them indispensable for clubs, players, and supporters worldwide.

More than just athletic wear, football kits symbolize unity, pride, and tradition. The design of each kit reflects the unique identity and history of the club or country, incorporating colours, symbols, and motifs that resonate with fans and reflect the club’s or country’s values. Beyond their aesthetic appeal, football kits are engineered for performance, offering comfort, flexibility, and moisture-wicking features to enhance player mobility and endurance on the field.

The football kits market thrives due to the global popularity of football and its commercialization. Professional clubs, national teams, and even amateur leagues invest heavily in high-quality, custom-designed kits to boost their brand identity and competitiveness. To differentiate themselves in this highly competitive market, leading kit manufacturers emphasize innovation, sustainability, and fan engagement. While challenges like counterfeit products, supply chain disruptions, and changing customer preferences exist, the market offers growth opportunities through technological innovations, licensing agreements, and strategic partnerships.

The football kits market is shaped by factors such as player performance, team success, fan engagement, and fashion trends. As the market evolves, companies must adapt their strategies to meet shifting customer needs and stay ahead of competition.

Demand for football kits varies by region, influenced by football culture, fan demographics, and market maturity. Regions with deep football traditions—such as Europe, South America, Africa, and parts of Asia—show a particularly high demand for club and national team kits, driven by passionate fanbases and lucrative sponsorship deals.

The market can be segmented into categories including club kits vs. national team kits, replica kits vs. authentic kits, home kits vs. away kits, youth kits vs. adult kits, and training wear and accessories.

The Africa Cup of Nations has delivered some of the most iconic and memorable football kits in history. South Africa’s striking 1996 design, which even saw Nelson Mandela wearing the Kappa kit, and Cameroon’s famous sleeveless shirt from 2002 remain standout pieces. These designs, along with many others, hold a cherished place in the hearts of supporters who appreciate both the style and cultural significance of football kits.

The rise of Nigerian fashion, highlighted by the country’s kit at the 2018 World Cup, demonstrates how football shirts have become an integral part of global fashion culture. The kit sold out in stores worldwide, showcasing how teams and national federations are adjusting their designs to align with modern tastes. This trend has helped draw in new fans who may not have been as invested in the sport previously.

International football kits serve as more than just uniforms; they embody the essence of a nation. Each kit is a powerful symbol representing a country’s population, colours, culture, history, and football legacy. The design must strike a balance between national pride, performance, and fashion. While some countries have turned to standardized jersey templates to reduce costs, this approach risks losing a nation’s unique identity in its kit. Fortunately, Africa continues to set the bar with jerseys that push the boundaries of design, beauty, and innovation, further advancing the global football kit industry.

Nigeria’s 2018 World Cup football kit became one of the most talked-about stories of the tournament. Upon its release, the kit quickly became a fashion phenomenon and was voted the best jersey at the World Cup. The Nigerian Football Federation reported that there were up to three million pre-orders, and the demand didn’t disappoint: the jersey sold out on Nike’s website within hours, and long lines formed at Nike stores. On secondary markets, it sold for nearly double its retail price. The jersey stood out not only for representing the country’s football heritage but also for reflecting its vibrant culture and tribal roots. For many, it became the most iconic kit of the 2018 World Cup, and arguably, one of the most memorable jerseys in recent football history. The release of the kit in June 2018 generated $244 million (154 billion XAF) for Nike and the Nigerian FA, proving it wasn’t just a tribute to the country but also a smart business move that appealed to both the local population and a global audience.

However, the scarcity and buzz surrounding the kit also fueled a booming market for counterfeit versions, with bootleggers making millions from sales across Asia, Europe, the US and Africa.

Bootleg football shirts are often unique, fan-made designs tailored for specific players or teams. These unauthorized products tap into football’s universal appeal and accessibility—anyone can create a bootleg shirt with just an idea. Counterfeit factories in China, often near licensed manufacturers, are the primary sources for these fake jerseys. These factories produce a wide range of fakes, from low-grade to high-quality replicas, with Thai-made “AAA” fakes being particularly well-known for their almost identical appearance to authentic shirts. However, subtle differences in fabric texture and finishing become evident upon closer inspection.

Africa, with its passionate fanbase and large numbers of supporters who follow top European clubs, is a prime target for bootleggers. Many fans cannot afford the steep price of genuine kits, making the more affordable counterfeit options an attractive alternative.

Luke Westcott, an entrepreneurial Australian, recognized this gap in the market and began supplying kits to teams and markets that others overlooked. His company, AMS Clothing, provided kits for South Sudan’s national team for its first international match and has since produced kits for countries like Djibouti and Eritrea. AMS supplies both domestic markets and international collectors, offering affordable alternatives to expensive official jerseys.

Westcott’s business idea stemmed from his eBay store, where he sold rare and obscure football shirts. Unable to source jerseys from lesser-known African teams, he decided to create his own supply chain. As a result, AMS is able to offer affordable kits to domestic markets where major brands like Adidas, Nike, and Puma are often priced out of reach for the majority of consumers.

One of the main reasons fans turn to counterfeit shirts is the prohibitive cost of authentic jerseys. Official kits can often cost upwards of $100 (65,000F), a price many supporters find unaffordable, especially when outfitting families or friends. Fake shirts, by contrast, are sold for a fraction of the price—sometimes as low as $19 (20.000F)—making them a budget-friendly option for many fans.

The availability and variety of counterfeit shirts also contribute to their popularity. Bootleggers can quickly produce and distribute shirts, offering designs that aren’t officially available, such as retro styles or custom versions featuring popular players. These unique offerings cater to fans looking for something different or nostalgic that isn’t available through official channels.

Over time, the quality of counterfeit football shirts has improved significantly. While they may not always match the durability or fine details of authentic kits, many fans find the difference negligible, especially for casual wear during matchdays.

Africa has consistently been at the forefront of World Cup fashion, from the simple, timeless designs that marked the continent’s arrival and impact on the global stage, to bold concept designs that have pushed boundaries and sparked excitement upon their release. These efforts have consistently captured attention and made headlines.

In the 2023 Africa Cup of Nations (AFCON), Puma stood out as the biggest supplier, outfitting six teams, while Lacatoni was the only other brand to supply more than one team. This left 18 different manufacturers in total, a rare level of brand diversity, with Puma accounting for a quarter of the total share.

African Football Associations (FAs) have an important role to play in the economic development of their respective countries. While partnerships with sports brands bring benefits, in a continent with a large youth population seeking expression and serving as the world’s second most populous region, FAs should explore how local textile industries can benefit from football activities and national teams. There are challenges related to production, manufacturing, economies of scale, marketing, and distribution, but signing deals with an eye on technology transfer and local capacity development in kit manufacturing and distribution is key. Football governance should be handed over to professionals in the sports business sector who can bring innovative ideas that will generate taxes and long-term economic growth. Politicians often use national teams for political points, but the true measure of success lies in sustainable economic impact—not just tournament victories. By focusing on local textile producers, entrepreneurs, creatives, and fashion outlets, FAs could create jobs and boost the economy, rather than outsourcing abroad.

Despite development challenges, Africa holds a significant advantage through sports. With 70% of its population under 30, the continent is primed for the growth of careers that combine sports, education, and training, particularly through the creation of academies and training centers. Africa is also a major talent pool for global football, especially for European leagues, making it crucial to develop endogenous sports policies that build well-structured leagues and harness economic opportunities. Grassroots sports should be the foundation for elite competition, with a strong focus on women’s sports and youth development.

Additionally, broadcasting should be revamped to generate more revenue by tapping into global streaming platforms. In 2022, sub-Saharan Africa contributed only 3% to FIFA’s $2.9 trillion broadcasting revenue, indicating a significant opportunity for growth.

Africa still has the potential to make even greater strides in spurring economic activity through stronger links between football and local communities. By connecting football to Africa’s cultural and creative sectors—such as entertainment, fashion, the culinary world, the arts, and tourism—the sport can become even more dynamic. A great example of this is the 2010 World Cup in South Africa, where the vuvuzela, a long plastic horn traditionally used to rally people for communal meetings, became a symbol of the event and a global phenomenon, extending beyond football to political rallies and celebrations worldwide.

South Africa’s back-to-back Rugby World Cup victories demonstrate the country’s vast potential, while Senegal’s upcoming hosting of the Youth Olympic Games in 2026 marks a historic first for Africa. These events highlight the need for diversification that embraces the region’s traditional, intangible, and cultural heritage. In Senegal, wrestling has become a major sport, generating significant economic returns.

Ultimately, the challenges surrounding the democratization of sports are deeply tied to the development issues facing African states. Football, as a symbol of community, continues to inspire designers, who are now putting their own creative spins on it, as noted by Felicia Pennant, founder of the fashion and football platform SEASON zine.

Elume Raymond™ is a seasoned sports writer with more than a decade of experience in the field. He leverages data and analytics to deliver in-depth analysis across a wide range of sports events and topics, from regional competitions to global tournaments. Passionate about sports, Elume Raymond™ is dedicated to sharing his enthusiasm with his audience, offering captivating stories and unique perspectives that engage and inspire.