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Ear to the Ground adds fan insights to design of new AS Roma football kit


Manchester-based Ear to the Ground has contributed insight and inspiration to New Balance’s new 22/23 season kit for AS Roma.

During the design process the agency provided its fan intelligence expertise to help New Balance Football add an element of emotional commitment from fans to the new strip.

Ear to the Ground brought together fans from the 95-year-old club to offer their insights, and discovered a preference for the phrase “Figli di Roma” – or “children of Rome” – over famous alternatives like “Daje Roma” and “Grazie Roma”.

Respondents said that “Figli di Roma” helped them feel part of the club and family, leading to New Balance to add it directly onto the neck of the new AS Roma shirt.

Kenny McCallum, General Manager of New Balance Football, said: “There’s a real sense of elegance with this year’s home kit. New Balance sought inspiration from the incredible fusion of past and present that exists in Rome, that is unlike anywhere else in the world and this design brings that to life.”

Ben Jenkins, Account Director at Ear to the Ground, added: “This is a perfect example of listening to the fans and responding. The Fan Intelligence insights we provided to New Balance were powerful and can be seen from the creative to the physical product.”

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