Creative Soccer Culture

PUMA Launch Chivas 23/24 Home Shirt

Suiting up in a fresh take on the traditional red and white stripes, Liga MX side Club Deportivo Guadalajara, better known as Chivas, have unveiled their new home shirt for the 23/24 season from PUMA.

Home shirt designs are always a tricky one to keep fresh, and more so if you have a set pattern, like stripes. How do you change things up? Wider stripes, narrower stripes… the options are limited. But for the new Chivas 23/24 home shirt, PUMA have found a simple way to tweak the look, whilst also nodding to the very identity of the club itself

Chiva is latin for goat, seen as a tough and resilient animal in Mexico, and this is where the club’s nickname comes from. No bonus points for guessing that. So, for the Club Deportivo Guadalajara 23/24 home shirt, PUMA have presented the traditional red and white stripes with a slight curve to the two red stripes either side of the central one, forming the image of horns, acknowledging the very essence at the heart of the club's identity. A simple enough twak, but one that stands the design out as uniquely Chivas.

The club crest and branding take up position on that central stripe, while the sponsor adopts the colours to blend in with the design. A tidy – if a little unorthodox – navy half collar and cuffs finish the look.

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The Chivas 23/24 home shirt is available at

Daniel Jones

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