West Brom has to compete with Southampton to sign the World Cup star who is sought after by top clubs.

Baggies Move Quickly to Strengthen Ahead of New Season

West Bromwich Albion have made an energetic start to the summer transfer window as they look to rebuild their squad ahead of another Championship campaign.

Last season proved to be one of frustration for the Baggies, who finished 21st in the table after an underwhelming 2025/26 campaign. Their league position fell well below the club’s expectations and ultimately resulted in the departures of Ryan Mason and Eric Ramsay from the managerial setup.

Following his successful spell as interim boss, James Morrison has now been appointed as West Brom’s permanent head coach. After steering the club away from relegation danger towards the end of last season, Morrison has immediately begun reshaping his squad with the aim of producing a much stronger campaign.

One of the biggest issues facing West Brom last season was their lack of attacking output. The Baggies scored only 48 goals across 46 Championship matches, averaging barely more than one goal per game. Their struggles in front of goal became even more evident during the closing weeks of the campaign, with the team failing to score in three of their final six league fixtures.

Recognising those shortcomings, Morrison has already strengthened his attacking options with two promising additions.

Centre-forward Barney Stewart has joined on a permanent deal after impressing in Scotland with Dunfermline Athletic and Falkirk, while highly-rated attacking midfielder Jimmy-Jay Morgan has arrived from Chelsea following a productive loan spell in League One.

New Signings Need Better Service

The arrivals of Stewart and Morgan certainly provide encouragement for West Brom supporters.

Across all competitions during the 2025/26 season, the pair combined for an impressive 32 goals. Stewart contributed 18 goals during spells with Dunfermline and Falkirk, establishing himself as one of Scotland’s most reliable finishers, while Morgan added 14 goals during his loan campaign with Peterborough United.

However, bringing proven goalscorers into the squad is only part of the solution.

Even the most clinical forwards require consistent service, and West Brom’s lack of creativity was arguably just as damaging as their struggles in front of goal last season.

That is why Morrison should make signing another creative wide player one of his biggest priorities before the transfer window closes.

The Baggies need someone capable of replacing the influence Tom Fellows once had on their attack.

Replacing Tom Fellows Is Essential

Tom Fellows left West Brom during the summer of 2025 after completing a £10 million move to Southampton, and the club has yet to fully replace the creativity they lost with his departure.

Since Fellows moved to St Mary’s, no West Brom player has produced more than 13 big chances in the Championship or matched his return of 14 league assists.

His impact on the side remains clear even a year after his exit.

During the 2024/25 Championship season, Fellows finished as the division’s joint-leading assist provider with Portsmouth winger Josh Murphy. Both players ended the campaign with 14 assists.

Only a handful of players came close to matching their creative numbers.

Jack Rudoni and Manor Solomon each finished with 12 assists, while Middlesbrough midfielder Finn Azaz registered 11.

By comparison, no West Brom player reached double figures for assists during the 2025/26 season.

That dramatic drop-off underlines how much the Baggies have missed Fellows’ ability to consistently create opportunities from wide areas.

If Morrison wants his new forwards to flourish, the club must find another player capable of supplying chances on a regular basis.

Elijah Just Emerges as an Ideal Target

One player who appears to fit that profile perfectly is Motherwell winger Elijah Just.

Reports suggest Southampton are among the clubs interested in signing the New Zealand international as they search for a replacement for Fellows. Scottish giants Celtic and Rangers have also been credited with monitoring the talented wide player.

Rather than allowing another rival to secure his services, West Brom should seriously consider entering the race.

Just has enjoyed an outstanding season in the Scottish Premiership and has further enhanced his reputation with his performances for New Zealand at the FIFA World Cup.

His displays have attracted widespread praise from both supporters and coaches.

New Zealand manager Darren Bazeley even described Just as the “best player in the league” in Scotland, underlining how highly he rates the winger’s performances.

Outstanding Numbers in Scotland

Just’s statistics from the 2025/26 Premiership campaign demonstrate why he has become one of the most sought-after players in Scottish football.

Across 35 league appearances, he recorded an expected goals figure of 6.54 while scoring seven times.

He was equally influential as a creator.

The winger produced 11 big chances for teammates and finished the campaign with seven assists, supported by an expected assists figure of 7.10.

Those numbers highlight his ability to contribute in multiple ways.

Like Tom Fellows, Just is naturally left-footed but operates from the right flank, regularly cutting inside to create opportunities or test goalkeepers himself.

His creativity was among the best in the Scottish Premiership throughout the season.

Remarkably, his total of 11 big chances created would have matched the highest figure recorded by any West Brom player last season despite the Championship containing eight more league fixtures than Scotland’s top flight.

That comparison illustrates just how productive the New Zealand international has been.

World Cup Performances Raise His Profile

Just’s impressive domestic form was followed by an eye-catching World Cup campaign.

Although New Zealand were unable to progress beyond the group stage after collecting just one point from three matches, the winger emerged with considerable credit.

He scored twice against Iran before adding another goal against Belgium, finishing the tournament with three goals in three appearances.

His performances demonstrated that he can produce on the biggest stage against high-quality international opposition.

Those displays have naturally attracted interest from clubs beyond Scotland.

New Zealand journalist Michael Burgess has reported that several “seriously big teams” are now monitoring Just following his World Cup exploits.

Competition for his signature is therefore expected to be fierce.

Why West Brom Should Make Their Move

Despite the growing list of interested clubs, West Brom should not allow themselves to fall behind in the race.

Morrison needs a player capable of transforming his side’s creativity, and Just appears to possess exactly the qualities required.

He combines intelligent movement with excellent delivery from wide areas while also carrying a genuine goalscoring threat.

His ability to both create and finish chances would make him an excellent addition to West Brom’s frontline.

Stewart’s movement inside the penalty area and Morgan’s attacking instincts would likely benefit significantly from the quality of service Just can provide.

Instead of relying on one-dimensional attacking play, the Baggies could add another dangerous outlet capable of stretching defences and producing decisive moments.

A Chance to Replace Fellows Properly

Finding a suitable successor to Tom Fellows remains one of West Brom’s biggest tasks this summer.

Elijah Just possesses many of the same qualities that made Fellows such an important player at The Hawthorns.

Operating from the right wing, he consistently creates opportunities for teammates while also contributing valuable goals himself.

His excellent Premiership campaign, combined with his standout World Cup performances, suggests he has both the quality and confidence to succeed in a demanding environment.

With Southampton, Celtic and Rangers all reportedly interested, West Brom may need to move quickly if they are serious about securing his signature.

If Morrison wants to give his new attacking signings the best possible chance of thriving next season, then signing a creative winger should be among his highest priorities.

Elijah Just appears perfectly suited to fill the void left by Tom Fellows, and that is why West Brom should make every effort to rival Southampton in the race for one of New Zealand’s brightest attacking talents during the remainder of the summer transfer window.