Bristol City took the unorthodox step of launching their new kit by using pooches rather than players as models.
The Robins' new 2021-22 Hummel red shirt has been launched with a novel marketing campaign featuring dogs wearing the strip.
Various breeds modelled the new attire across the club's Ashton Gate stadium. A variety of breeds wore the new kit, including labradors, pugs and cocker spaniels - with one even getting onto the stadium roof!
Upon the launch, the club say that: 'The first football kit ever launched with dogs will put a smile on faces after the ruffest of 18 months."
And it seems City supporters certainly saw the funny side too.
One wrote: "Dogged determination on show there."
Another said: "Let’s hope none of them were called Rover!" in a nod to their fierce Bristol rivals.
Another quipped: "Perhaps we'll be signing Paul Pugba or get Emile Husky out of retirement!"
It's not the first time that City's marketing and media team have thought outside the box.
A couple of seasons ago their goal celebration GIFs became stuff of legend, with players toasting goals in all manner of ways such as Dj'ing or smashing eggs over their head.
Nigel Pearson's side begin the new Championship campaign at home to newly-promoted Blackpool on August 7.
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