JJ Watt on Burnley Kit Design and Club Ownership

NFL legend JJ Watt has unveiled his latest contribution to Burnley Football Club: the design of the team's away strip for the 2026-27 season. The cream-colored kit, released alongside an amusing campaign film playing on Watt's NFL nickname "The Milkman," represents nearly two years of work and deep research into the club's history.

'Very Involved From Start to Finish'

Speaking to The Athletic, Watt emphasized his hands-on approach to the kit design process. "Very, from start to finish. I've been passionate about jerseys for a long time — it's a weird passion of mine — so to have the opportunity to design a kit for Burnley, a club that's been around since 1882, is special," he said.

The 37-year-old American explained the meticulous attention to detail: "It took almost two years to make. It seems like it's just a shirt and some shorts and it's not that hard, but we went back and forth with the factory, the designs, the materials and every little bit of stitching. I'm very, very proud of it."

The design features the old Burnley crest, with patterns referencing Gawthorpe Hall (the historic country house where the club's training base is located) and lettering based on old club programmes. "I wanted to go back and do some detail," Watt noted, contrasting his approach with the modern minimalist trend in kit design.

A Genuine Investment, Not Just Brand Collaboration

When Watt and his wife Kealia, a former United States soccer international, bought a minority stake in Burnley in 2023, it raised eyebrows as an unusual English football-American celebrity partnership. Watt was clear about the nature of his involvement.

"Yes, I've absolutely put money in. I've put a significant amount of money in. Trust me, this is both a passion project and a business endeavour," Watt stated. "There are two different ways to invest. You can throw your money in, sit back and watch it from afar — you can post about them online and be happy when they win, or quiet when they lose, or you can be truly invested, putting your time, energy and effort in, trying to leave the organisation better than you found it. That's what I'm trying to do."

Breaking the Yo-Yo Cycle

Burnley has experienced multiple promotions and relegations in recent years, earning a "yo-yo club" tag. Watt acknowledged the frustration but outlined the club's approach to breaking the cycle.

"You have to be able to play with the big boys in terms of money. But it's also about making sure you spend that money as efficiently as possible," he explained. "When you're fighting at that end of the table, you don't have the luxury of making any mistakes. You can't miss on a £20million player, because that's curtains and you're going back down."

Reflecting on recent Premier League campaigns, Watt said: "The first time we went up under Vinny (Vincent Kompany) there was a long-term vision. Him going to Bayern Munich switched that up a little. The next time we came back up, we decided we needed a little bit more experience, a few older players, more size. We did that and tried a more defensive setup. But, clearly, that didn't work either."

"You're making a cake, and you have to find the right ingredients. Sometimes you have too much sugar, sometimes too much salt."

New Head Coach Nicky Hayen

Burnley has appointed Nicky Hayen as head coach following his success with Club Brugge and Genk. Watt shared his first impressions: "He's very aggressive in what he wants his teams to do. He wants them to press, be up on the front foot, counter-attacks. He wants to work very hard, which I love."

Watt recalled Hayen's first question: "How do you feel about training twice a day? I said, 'Now you're talking my language!' I was all about hard work."

Fan Relationship and World Cup Insights

Watt acknowledged the strain on fan relationships during relegation seasons: "No question. I have no illusions about that. The fans are frustrated by the up and down. They like winning 100 points in the Championship but the disappointment, two times, in the Premier League is understandable."

On the 2026 World Cup, which featured an American flavour, Watt offered a balanced perspective: "If I'm the businessman running it, I loved the way it looked. There were extra commercials, there were all sorts of opportunities. But, from the supporter side, I completely understand those frustrations. For me, it was still an incredible spectacle."

On ticket prices, he noted: "Ticket prices are a literal supply-and-demand issue. But I do think that's something European fans have done incredibly well — how hard they've pushed back any time someone wants to increase the prices. They've managed to force owners to make any increase minimal."

Looking Ahead

For the upcoming Championship season, Watt was clear on priorities: "Getting back up is number one, without question. The second thing is just continuing to build the core of who we want to be, so that when we go back up, we're not starting from scratch."

"We can't treat promotion as a foregone conclusion. The second you feel comfortable in that is when someone snakebites you and you're done."