AFC Bournemouth and Visit Las Vegas have announced the release of a glow-in-the-dark training kit, limited to just 50 shirts worldwide. The kit will launch exclusively online via the AFC Bournemouth superstore on Jan. 12 at 4:27 pm – timed to coincide with sunset in the UK.
The collaboration between AFC Bournemouth and Visit Las Vegas represents a strategic evolution in destination marketing, with Las Vegas positioning itself through cultural partnerships rather than traditional tourism campaigns. The kit blends football, fashion and culture, featuring the club’s signature cherries – a reference to Bournemouth’s “Cherries” nickname – alongside visual elements inspired by Las Vegas’ retro slot machine heritage. Neon-style detailing and iridescent finishes evoke speed, movement and spectacle.
Design-driven marketing meets football culture
Kate Wik, Chief Marketing Officer at Visit Las Vegas, explained the strategic rationale behind the partnership: “Vegas has always been where spectacle, creativity, and culture come together, and this kit takes that energy straight to football fans worldwide. We’re focused on evolving how Las Vegas shows up globally, moving beyond traditional destination marketing to create moments that live in daily culture.”
The collaboration follows a growing trend in football fashion, where limited-edition designs have become genuine collector’s items. Recent high-profile partnerships – including Jordan x Paris Saint-Germain, Y-3 x Real Madrid, and Juventus x Palace – have demonstrated the commercial potential of merging sportswear with streetwear and lifestyle aesthetics.
Creative partnership with industry-leading studio
Visit Las Vegas partnered with iIovedust, the design studio behind World Cup collections for Nike, as well as creative projects for FC Barcelona, Paris Saint-Germain, Liverpool FC and Manchester City FC.
This partnership builds on a broader sports strategy
The Las Vegas Convention and Visitors Authority (LVCVA) has been expanding its sports portfolio, leveraging world-class stadiums and a growing lineup of professional teams. In 2024, the destination formed an official partnership with AFC Bournemouth, creating a commercial relationship reinforced by ownership links. The club is owned by Bill Foley, who also serves as chairman and owner of the Vegas Golden Knights.
Kit debuts on pitch ahead of Tottenham fixture
To mark the launch, AFC Bournemouth players will wear Las Vegas-inspired glow-in-the-dark pullover jackets during the pre-match walkout ahead of Wednesday’s home fixture against Tottenham Hotspur F.C. on Jan. 7. The jackets will be worn briefly on the pitch as part of a nighttime activation under stadium lights. The limited availability – just 50 shirts worldwide – positions the kit as a collector’s item from launch, a strategy increasingly common in football fashion collaborations where scarcity drives demand and cultural relevance.
About AFC Bournemouth
Situated on the south coast of England, AFC Bournemouth has competed in the Premier League for seven of the last nine seasons. Following Bill Foley’s takeover in late 2022, the club has committed significant investment toward sustaining Premier League status, including construction of a state-of-the-art training facility and recruitment of promising young talent from top clubs across Europe.
About Ilovedust
iIovedust is a multi-disciplinary design studio founded in 2003 by Mark Graham and Ben Beach, with locations in Southsea and Brighton on England’s south coast. The studio’s team of approximately 34 creators specialises in brand identity, animation, and illustration, working with global clients including Nike, Jordan, Adidas, Riot Games, Karl Lagerfeld, and Porsche. Guided by mantras like “Seduction vs Function” and “No Rules Here,” ilovedust delivers high-energy, experimental work that balances striking aesthetics with practical design.
