WARRINGTON Wolves were known to be targeting a younger age group with next year’s playing kits – but has that approach worked?

Early sales data suggests it has, with replica kits flying off the shelves in the run-up to Christmas.

Figures seen by the Warrington Guardian show the 2024 home shirt – a return to the traditional primrose and blue colours following the largely white offering from this year – as being particularly popular, with home shirt sales up by 49 per cent compared to this time last year.

Indeed, early sales figures show next year’s kit as being the best-selling home shirt in five years.

Total shirt sales across both kits have risen by 31 per cent from this time last year following a repositioning of the kits and a different launch strategy to appeal to a younger market.

And given combined children’s kits are believed to have sold more at this point than in any other year previously, the strategy appears to be working.

"We're really pleased with how things are going so far," the club's merchandising manager Shannon Claire said.

"We've taken a different direction with how we position the shirts this year.

"There's been a general long term general decline in sales over a decade or so with rugby league shirts being seen less and less away from a matchday, that's why we've tried to position the kit as something you'd wear as a fashion item and to try and make it appeal to a younger demographic.

"What we're seeing so far is our hunch being borne out, so we're really happy."