Powerful, emotional campaign rooted in identity, belonging, and pride — inspired by the national My Town, My Shirt movement.

This year’s launch is unlike any before. In collaboration with the Swindon Town Official Supporters Club, TrustSTFC, and with support from the Football Supporters Association (FSA) through their Fans for Diversity initiative, the campaign features a stunning collection of film portraits taken across the town. Each image tells a story — of fans, families, and football — through the lens of Swindon's vibrant and diverse supporter base.

Inspired by the national My City, My Shirt campaign, this exhibition is part of the Fans for Diversity initiative, a supporter-led movement created by the Football Supporters’ Association and Kick It Out. The project works to ensure football is welcoming to all, highlighting the voice and visibility of fans who are often underrepresented in the game.

At its heart, My Town, My Shirt is about pride. Pride in your team, your shirt, and your place in our community.