JJ Watt, the former NFL star who holds a minority ownership stake in Burnley, has designed the club's new away kit and said he wants to restore the combative identity that once defined the Lancashire club.
"For a very long time, you knew what you were getting at Burnley," Watt said. "You were in for a fight. I want a strong identity. We are going to outwork everybody, we are going to out-tough everybody. You are in for a very long day."
The comments come after one of the worst seasons in the club's recent history. Burnley won one of their last 29 league games, recorded the division's worst defensive record and were relegated for the fifth time in as many seasons.
A kit two years in the making
Watt spent two years designing a new away strip that revives an old club crest and references Burnley's history. He filmed the promotional material on a nearby dairy farm and drove a milk cart over local roads.
"The history and tradition of the club is what makes it special," he said. "Maybe some people prefer London or Manchester, but going around Burnley, I love it. We're trying to really capture the essence of what Burnley is."
Burnley last won at home 286 days ago. First-team players Jaidon Anthony and Maxime Esteve have departed, while Lesley Ugochukwu has gone on loan to Galatasaray. Scott Parker was sacked in April.
New manager, new methods
The club appointed Nicky Hayen, who won the Belgian Pro League with Club Brugge in 2023-24, as Parker's replacement. Watt said the hire reflected his priorities.
"One of the first things Nicky said when he came in was that we need to train twice a day," Watt said. "I absolutely love that. It's all about his work ethic, his tactics, his aggressiveness. We always want to be on the front foot. He wants these guys to have no egos, to put the crest before their last name."
Burnley have gone winless across five pre-season fixtures against Cincinnati, Columbus Crew, Real Salt Lake, Ajax and sister club Espanyol, though Hayen was not in charge for the first two matches.
In the transfer market, the club made Florentino's loan from Benfica permanent for £20.8 million and signed Ugo Raghouber from Lille.
Matchday in Burnley
Watt, who has been involved with the club for three years, described a matchday routine that begins at the Royal Dyche pub with a pint of Guinness, continues at Burnley Miners' Club for a drink called a Bene Bomb, and ends with a walk to the Bob Lord Stand.
He said Burnley's following in the United States has grown noticeably. "My phone used to be silent on matchdays when we won or scored," he said. "Now, my phone is blowing up the second we score."
Promotion from the Championship is the stated target. Watt and Hayen plan to work together on tactics, set-pieces and player recovery.
