These club kit shoots have come a long way in a short space of time – just ask Mark Noble as he helps launch West Ham's new strip.
'There weren't 30-odd people the first time I did this,' explains West Ham's club captain. 'And there wasn't £200,000 worth of camera equipment either.
'Back then it was a normal camera, OK, crack on with it. The best shots are taken in the first five minutes because the lads start getting bored.'
That quickly becomes clear at their Chadwell Heath training ground.