When Everton’s new third kit is unveiled in the next few days, it will mark a big change of direction in the Friedkin Group era.

The alternative strip – described by Castore’s chief commercial officer Danny Downs as “radical” with “colour pops” – is the first time the US ownership group has become directly involved in the design process.

In the era of profit and sustainability rules, where revenue is king and growing it allows you to spend more on players, this sort of stuff increasingly matters.

The club’s new executive team have been told to turbocharge commercial income to match the Friedkins’ ambitious on-field targets of being in the mix for Europe within two seasons.

A big part of that is getting more involved with Castore, who signed a club record five-year kit deal last year.

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