Back in partnership for the first time in 30 years, hummel and Sunderland AFC have today unveiled the club’s new home kit for the 2024/25 season, which boasts a design that honours the city's profound shipbuilding roots.
Sunderland and hummel were first in partnership back in 1988, in a deal that lasted for six years until 1994. Now, 30 years and seven different brands later, the Black Cats are back with the Danish brand for a second time, and the partnership kicks off with the club’s new home shirt for the 24/25 season. The new kit design honours the city's profound shipbuilding roots, with all-over stripes and archival images of shipyards and vessels adorning the inner back neck. The phrase 'From the banks of the River Wear' is elegantly scripted on the inside collar, embodying the spirit of the city.
Inside the red stripes is a graphic inspired by the club’s historical crest, lending added depth to the overall design. It’s a depth that is further bolstered by the returning hummel chevrons running down the shoulders. Finally, subtly placed on the outer back neck, the coordinates of the Stadium of Light symbolically anchor the shirt to Sunderland’s modern era while bridging connections with its illustrious past.
“Returning to Sunderland after three decades truly feels like coming home, and we’re excited to launch the new 2024/25 home kit in partnership with the club,” said hummel’s Marketing Director, Morten Lund. “This kit not only pays tribute to our shared past but also underlines our commitment to the passionate Sunderland community, which is the true lifeblood of the club. In the late '80s and early '90s, our chevrons symbolized the club's ambitions and successes. Now, we're leveraging that rich legacy of heritage and innovation to create the next iconic Sunderland kit, one that will hopefully inspire generations to come.”
Sunderland’s Chief Business Officer, David Bruce, added: “The launch of our 2024/25 home collection and redevelopment of our stadium store has set a new standard for Sunderland AFC. hummel promised our supporters superior service and following a period of deep creative collaboration with the Club, they have delivered. Our City and this Club are unlike any other – and that uniqueness is at the heart of our home collection, which is just the start of our partnership.”
The Sunderland 24/25 home shirt has already sold out, but will be restocked in the near future at safcstore.com
