General secretary of the Jamaica Football Federation (JFF) Dennis Chung has vowed that every muscle will be thrown behind the campaign to market the new Adidas team kit locally and abroad, plus creating diverse avenues for access as part of that thrust.

Chung told the Jamaica Observer that the new Adidas jerseys are scheduled to arrive in the country in the second week of next month, which will be followed by an unveiling ceremony at the end of January.

“We are going to see if we can get them at some outlets to sell them and we will, of course, through social media, we will be advising persons how they can get access to them,” said Chung.

“They are also going to be sold through Adidas and we are going to use their reach internationally to get to people. But I am already in discussions with people about how we can get them out there,” he added.

Chung believes the new kits will be a hit across the board, but expects sales to be driven, in particular, by Jamaica’s robust Diaspora market.

“Just the fact that we have a captive audience in terms of the Diaspora and Jamaicans who are going to want it, so we are going to be pushing it out there as a product. We will be developing an e-commerce site so we are going to see the best way we can get it out there,” the new JFF general secretary shared.

The JFF’s deal with Adidas has replaced their previous partnership with Umbro, and will see all major tournaments covered under the sponsorship deal.

This includes the 2023 Women’s World Cup in Australia and New Zealand, the 2024 Summer Olympics and the 2026 FIFA World Cup campaigns.

Chung noted that the local governing body for football stands to benefit significantly from this new deal with Adidas compared to their previous kit partnerships, partly due to Adidas’s size a global company and its brand value.

“It is a good deal for the JFF because remember that we will get 20 per cent of all JFF branded things that they sell worldwide [which] will go directly to the federation,” he stated.

“There will be a lot of benefits from this deal with Adidas because remember we are with a large brand now, one of the big tools globally. The JFF brand is a substantial brand and so all we needed was really someone to partner with who has an international reach and we think Adidas is that person and we think that we are going to get a very far way and a lot of benefit from it,” Chung added.

He said 2023 will be a big year for Jamaica’s football in many respects, and commerce and merchandising opportunities rank high on that list.

“The more we sell, the better it is for us…with us having a good coaching staff together and with us going to the FIFA Women’s World Cup next year, I think that we are definitely going to do some tremendous things next year,” Chung pointed out.

The JFF chief administrator is also urging Jamaicans — home and abroad — to go out and buy the kits whenever they become available to the public because the quality and stylish appeal can compete with the best in their class.

“We think that we have a good brand and people will definitely like the Adidas jerseys that are coming and you want to ensure that you have something like that,” he said.

“These jerseys are going to be worn by the Reggae Girlz next year in the Fifa World Cup in Australia and New Zealand and I can guarantee you that we will be going to the men’s World Cup in 2026, and so people need to get these jerseys and be on the train from now,” Chung concluded.