J.J. Watt, minority shareholder of Burnley FC since 2023, has embraced his role with the club by starring in a video revealing their new away kit. The former NFL player, nicknamed 'The Milk Man' for his ability to 'deliver the goods,' drives a vintage milk float around Burnley, showcasing local landmarks and interacting with notable figures like Jimmy Anderson and Dave Fishwick.

Watt emphasized his desire to create a kit that was "quintessentially Burnley," aiming to honor the club's past while building a brighter future. A key feature of the new cream-colored jersey is the return of the classic Burnley "coat of arms" crest, restored after fan requests. This crest, last seen in the late 1970s and 1980s, features lions, a bee, and the red rose of Lancashire.

The kit's design also incorporates subtle tributes, including a pattern inspired by Gawthorpe Hall's Elizabethan stonework and a typeface mimicking vintage Turf Moor ticket stubs. The new away kit will debut in a preseason friendly against Torino at Turf Moor.