The club’s England winger Stewart Downing was joined by Boro Babe Shanna King to model the shirt at the club’s Rockliffe Park training ground.
The shirt retains the popular white chest band, which has always proved so popular in the past, including last season’s big-selling design.
This time, the shirt – which again carries the name of club sponsors, 888.com - incorporates a unique extension to the band down its right side. The shorts also include a white band down their right side only.
The club’s season ticket holders are being given a two-day priority to purchase the new shirt. On production of Voucher X from their 2004-05 season ticket books, they can purchase a shirt this Friday and Saturday exclusively from the MFC Retail stores at the stadium and in Middlesbrough town centre.
Season ticket holders are asked to note that one Voucher X must be produced for each shirt they wish to purchase.
Both Boro stores will be open from 9am to 6pm on Friday and 9.30am to 5pm on Saturday. They will then open for the general sale from 10am to 4pm on Sunday.
Graham Fordy, Boro’s Head of Commercial, said: “Last season’s home strip enjoyed spectacular sales, particularly before Christmas. In fact, we had sold more of last season’s shirt by Christmas than we sold of the previous design in the entire Carling Cup-winning season.
“Clearly, the chest band is popular with our supporters, so we have incorporated it in this year’s design, but given it a bit of a twist. We seem to do well whenever we wear the chest band, having worn it for our 1974 and 1998 promotion campaigns, plus last season when we qualified for a second successive UEFA Cup campaign.
“We’re confident it will again prove hugely popular, especially with those fans who are about to jet off on their summer holidays.”
The strip prices remain unchanged for a fourth successive year, with adult shirts priced £40 for sizes from medium to XXXXL, £35 for small, £30 for 36”-40” chest, and £26 for 30” chest.
Shorts are priced £19 for medium to XXXXL, £17 for small, £15 for 36”-40” waist and £13.50 for 30”-34”. Prices for socks are £9 for adult sizes, £8 for youth’s and £7 for children’s.