Why Union chose O’Neills: Ambition, Culture & the Retro Kit Details

George Harborne, Head of Pro-Sport at Irish sportswear company O’Neills, discusses partnering with Union and launching the club’s new home and away shirts. He explains that after speaking with multiple Belgian and international clubs, O’Neills found alignment with Union through shared ambition and growth, reflecting Union’s rise through the divisions, establishment in the Belgian Pro League, and recent success and silverware. He also highlights cultural alignment with Union’s community and fan identity. Harborne describes the kit design process, crediting both O’Neills designers and Union’s clear vision, noting that while colors are traditional, the differentiator is detailed elements like knitted collar trim, neck messages, and personalized text that differs between academy-player and fan versions.