Championship side Blackburn Rovers are going to sell a new home shirt for the 2014-15 season, which is perfectly normal.
Said strip goes on sale on July 17 and is to be blue and white, as are the club's traditional colours. Again, rather routine.
However, the manner in which Blackburn have opted to promote the home kit is anything but usual.
Without spoiling the drama of the promo, it involves a man, superfan Alan "Birdy" Birkbeck no less, shaving.