Our new away kit, as shot by Fly Nowhere

But who are Fly Nowhere? 

The entire ethos behind the design of our 2023/24 away kit with adidas was inspired by the club's iconic heritage and the history of Manchester city centre, which has been redefined for a new generation of stars, both on and off of the pitch. 

You can read more about that in the article below...

Fly Nowhere are central to the ever-growing football culture in the United States. So it only felt right that we created something a little different whilst in New York that connected to the inspiration behind our new away kit, which is the freedom that travelling grants us, and celebrating our individual style.

The team at Fly Nowhere initially took to the streets of New York City, and photographed a group of United fans that represent the diverse culture and nature of our unique style. Representing what it truly means to be a Manchester United fan, and showcase this through Fly Nowhere’s own lens as fans themselves. 

Following that, Fly Nowhere linked up with Lisandro Martinez, Mason Mount, Casemiro, Antony, Marcus Rashford, Bruno Fernandes, Luke Shaw and Alejandro Garnacho, to portray them in a different light than we’re all usually used to. 

The players were photographed through the creative vision of Fly Nowhere, which was perfectly accompanied & accessorised by a selection of vintage-inspired suits and luggage cases. They even pulled up with a vintage Buick car to complete the aesthetic of the photoshoot, which references the vintage theme and inspiration of the original jersey from 1903. 

After that, we took to the Fly Nowhere team’s headquarters in central Manhattan, Football Cafè, which is a dedicated space to harbour the city's football culture. 

In what was an immersive experience, with the venue redecorated to guide visitors through an exhibition of Fly Nowhere’s model and player photography, with design inspiration of the shirt featuring along the way. 

United legends Wes Brown and Diego Forlan were in attendance and took part in a Q&A to discuss the kit, with Diego Forlan referencing the jersey as ‘brave’ - which certainly isn’t a bad thing when it comes to expressing your own style. 

OVO Sound’s Roy Woods also flew in from Toronto to perform on stage in the new shirt, a day ahead of its global release. As well as many more Manchester United fans, creatives and a few other special guests such as Susan Sarandon.