Exclusive: Inside J.J. Watt’s 2-Year Journey Designing Burnley's New Away Kit

After retiring from the NFL in January 2023, J.J. Watt knew he wanted to remain close to the highs and lows of competition.

Team ownership presented a way to fill part of the void left by winning and losing every Sunday, but Watt did not immediately know where that next chapter would take him. He explored opportunities across different sports, leagues, and countries before Burnley FC was brought to his attention.

Once Watt traveled to England and experienced the football club for himself, the connection became clear.

The town, its history, the supporters, and the role Burnley FC plays within the community all resonated with him. What began as a search for the right ownership opportunity eventually developed into something far more hands-on—including a leading role in the design of Burnley’s 26/27 Away kit.

In an exclusive interview with House of Heat°, Watt walked us through the nearly two-year design process, why he wanted to become so involved, and what he hopes Burnley supporters feel when they put on the shirt.

"I’ve always been a fan of uniforms, so when I was presented with the opportunity, I immediately said yes," Watt told House of Heat°. "From day one, I knew I wanted to bring back the old crest."

That crest became the foundation for the entire project.

Originally worn by Burnley between 1979 and 1983, and seen again from 1987 through 2009, the shield holds a strong connection to several generations of Clarets supporters. Watt heard that attachment repeatedly during conversations with fans and made it one of his priorities to reinstate the storied emblem.

On the new Away shirt, the historic crest has been reworked in a tonal palette that complements a cream-colored base. It maintains the character of the original while fitting naturally into the understated look of the modern kit.

“I wanted to make this kit a tribute to the history, heritage, and tradition of Burnley,” expressed Watt.

The wider design follows that same approach: The cream shirt is paired with claret shorts and cream socks. Thin claret and blue lines run horizontally across the jersey. Rather than leaning on a loud graphic, the kit uses smaller references to tell its story.

A bespoke pattern is woven into the shirt, drawing inspiration from the stonework of Gawthorpe Hall—the historic estate that houses Burnley’s training ground.

Its medieval barn, which also served as the setting for the club’s seasonal player photoshoot, has been connected to Burnley for decades. During the 1950s, the barn was used as the club’s gymnasium while Gawthorpe developed into one of football’s earliest dedicated training facilities.

The historical references continue inside the neckline, where a custom wordmark takes cues from typography found on Burnley matchday programs during the 1960s and ’70s. An “1882” script beneath the back collar completes the design as a nod to the year the club was founded.

Watt worked with Burnley and technical partner Castore throughout the process, weighing in on every detail of the kit design. Castore co-founder and CEO Tom Beahon described Watt’s involvement as unusual for a club owner, noting that he challenged decisions and remained engaged throughout the project’s nearly two-year development.

For Watt, that attention came back to one central question: Would the finished shirt make Burnley supporters proud?

“From day one, I didn’t want this to be just another football shirt,” said Watt in an announcement from the club. “I wanted to create something quintessentially Burnley.”

Watt also understands that his time with the club represents only one chapter in a much longer history.

“This club existed long before I arrived, and it will exist long after I’m gone,” he added. “But during this time, my goal is to help honor its great past while also shepherding it to a brighter future.”

When we asked him what he hoped fans would feel while wearing the kit, Watt’s answer was immediate: "Pride."

“I hope [Burnley fans] feel pride putting on this kit and that crest, and walking around knowing that it represents all the history of this club.”

J.J. Watt Becomes “The Milkman”

The storytelling extends beyond the jersey.

Burnley introduced the Away shirt through a cinematic campaign starring Watt as “The Milkman,” a playful reference to one of his NFL nicknames. The film follows him behind the wheel of a traditional milk float as he travels through the Lancashire countryside, delivering “the cream” to Burnley before arriving at Turf Moor.

The journey features Burnley supporters, local landmarks, and several familiar faces—including cricket icon Sir Jimmy Anderson, radio presenter Jordan North, Bank of Dave founder Dave Fishwick, and former Burnley manager Stan Ternent.

The Singing Ringing Tree and the Royal Dyche also appear, helping the campaign extend beyond football and into the wider identity of the town and surrounding area.

A separate making-of documentary provides a closer look at the project’s development, beginning with the earliest sketches and continuing through to the final design. Available through Clarets+ and YouTube, the film documents Watt’s involvement and the collaboration between Burnley FC and Castore.

Family Still Comes First

Watt’s involvement with Burnley is only one part of an increasingly busy life after U.S. football. Alongside ownership, media work, business opportunities, and family responsibilities, managing his schedule has become an important skill.

When asked how he balances everything, Watt said the key has been learning what not to accept.

“You have to be an expert at saying 'no,'” Watt told House of Heat°. “The number one most important thing in my life is my wife and two boys, so making sure I have plenty of time for them—and whatever fits around that—is what I do.”

That perspective has changed the way he approaches every opportunity, including projects that genuinely interest him.

"And, when you do say yes, squeeze it down as much as possible so you don’t waste time away from your family," he contiued.

The Burnley kit was one of those carefully-selected commitments. It demanded nearly two years of work, but it also gave Watt an opportunity to contribute something tangible to a club and community he has quickly embraced.

The result of Watt's commitment is not simply a cream-colored Away shirt—it is a project shaped by supporter conversations, local architecture, historic typography, a returning crest, and Watt’s belief that a football kit should represent more than the players wearing it on matchday.

The Burnley FC 26/27 Away kit is available online now and arrives at the Clarets Store at 9 a.m. on Saturday, Aug. 1. The club will wear it at Turf Moor during Sunday’s friendly against Torino.