The new Manchester City away shirt set a new club record for first-day sales of an away jersey.
The Blues' new changing strip, which is all white but incorporates water droplets and iridescent trim that mimics light shining through water, drew a positive response from fans on Thursday.
And the club feels that, in addition to the shirt's appearance garnering widespread acceptance from fans, the fact that sales will aid a good cause has boosted sales.
The shirt coincides with a campaign by the club's charitable arm, Cityzens Giving, to raise awareness of water challenges around the world, with an emphasis on Manchester, So Paolo, Buenos Aires, and Mumbai.
As a result, PUMA's suppliers have lowered water usage in the kit's production by employing a new procedure that reduces the quantity of water and dye required in the kit's creation.
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As part of the initiative, City has partnered with water technology company Xylem to promote a football-based water, sanitation, and hygiene education campaign.
Tom Pitchon, director of City Football Foundation said: “We are proud to be able to use the club’s away kit to raise awareness of water issues around the world, creating a platform to provide much-needed support for communities in need.
“Empowering our global network of young leaders to use football as a platform to tackle social issues in their communities is at the heart of what Cityzens Giving does and the work we are embarking on with our partners PUMA and Xylem will help to enhance the lives of thousands of people around the world.
“Our playing kit is an expression of what our club stands for and we are delighted that this season’s kit will be used to highlight the vital issue of clean water access.”