Norwich City delayed the launch of its kit for the new season to raise awareness of mental health.
The football club had promoted an online reveal as "not just another kit launch" before publishing a video narrated by actor Stephen Fry highlighting the issue.
In the video, Canaries fan and Mind president Fry said it was time to "step up the fight for mental health".
The club said the campaign "represents something bigger than our kit launch".
"Although mental health is now a much more talked about topic, there are still so many who suffer in silence," said senior marketing manager Holly Leech.