Latest Sunderland kit is a red and white delight!

It looks great and has generated a number of discussion points. The Roker Report concludes Sunderland’s most recent stripes.

It’s finally arrived, and it’s stunning! The new home design for Hummel for the 2024–25 campaign has been unveiled after months of waiting since the rumors about the team teaming with Hummel first surfaced, and the feedback has been overwhelmingly positive. Sunderland x Hummel with Phil West and a few of the others from the roundtable: They’ve returned! Roker Report: SB Nation (sbnation.com) The new Hummel gear from Sunderland: “Take my money!” or “I’ll pass, thanks”? – Based on social media replies, Roker Report (sbnation.com) is not alone in praising the most recent red and white stripes. However, as a self-described Sunderland kit geek, I thought I would add to the conversation by sharing some of my own thoughts.

It’s easy to see why the shirt is so popular: many fans prefer that the sleeves and back sections have stripes (referred to as all-over stripes in the press release), and those who prefer custom features are well-served with multiple references that unmistakably identify the shirt as a Sunderland shirt rather than a generic template. A strong sensation that this is “our” kit is created by references to the city’s illustrious shipbuilding history and the Stadium of Light’s location. In my opinion, the small touch honoring the club’s previous “ship” crest is a standout feature.

The shirt maintains an updated vibe despite its several classic elements, like the signature Hummel chevrons along the shoulders, a stylish wrap-around collar, and the red middle stripe. Made with the ECO8 material from the Danish company, which is made from recycled bottles, it even has an eye toward the future, which is extremely significant considering the condition of the earth right now.

In addition to the sustainable technology, the kit introduction included encouraging news regarding gambling, another societal issue. Concerns over the effects it may have on individuals and the rise in bookies getting involved in sports are growing, so it’s great to see that, thanks to a deal with the club’s current front-of-shirt sponsor, fans will now have the opportunity to purchase an unbranded top. With its Utilita Giving charity partner slated to work with those in the region battling with food and fuel poverty, Utilita Energy will continue its partnership and be seen on baby and junior editions of the strip as well.

Even more so in a time when many football fans are experiencing severe financial hardship, it is always encouraging to see football teams making an effort to engage with the community. In light of this, the minor price rise from the previous season may seem harsh, but the unfortunate truth is that SAFC must strike a balance as a business between maintaining affordability and turning a profit. It can be costly to outfit yourself with new adult-sized tops at £60 and above, but as things stand, that price seems to be comparable to other clubs.

Naturally, one can always choose not to purchase a shirt, but being a fan of a club isn’t always a sensible decision. For those who view them as a vital symbol of their relationship, they may decide to forgo other things in order to afford one, and as a result, sales of this newest design will probably be strong. Sunderland will also want to capitalize on the extensive selection of additional Hummel clothing that is available online and in the recently opened Black Cats House club shop.

Whilst it might not be seen as essential as a replica top, the training, travel and ‘matchday’ ranges should have plenty takers. Those that can afford this stuff will hopefully swell the coffers further, in turn justifying the decision to link up with hummel again after so many pleas for it to happen. The fans have expressed a desire for a more customised kit deal, and the fans quite rightly have also expressed a desire for better stock availability too – something that will hopefully be provided now that Fanatics are involved.

These are not the only examples of the supporter base being listened to in terms of retail offering. A lot has been made about embroidered badges on merchandise, which has been reflected in the new stock, and one thing that I was particularly keen to see addressed was the lack of goalkeeper strips – this too has been resolved and again, the design of it is spot on in my eyes.

Based on the version first seen during 1989-90 (not 1991 as has been suggested in some places) when hummel previously provided kit, the green herringbone pattern tops are also being made up for retail and their presence at kid’s games and the like in the coming months will be great to see. There has been a string of good goalkeepers to have emerged through the academy and local youngsters that have been inspired by the likes of Anthony Patterson, Jordan Pickford and Claudia Moan will want to appear like the players they hope to emulate.

Back in the Roker Park days hummel were the first manufacturers to make official replica Sunderland goalkeeping kit available for general purchase and by re-establishing it there is a suggestion that those in charge are starting to get their finger on the commercial pulse. Chief Business Officer David Brush has already been praised for his involvement in the kit supplier deal, and his marketing acumen would appear to have also been applied to the launch.

Based on a superb ‘From the banks of the River Wear’ theme, the kit launch has been heavily teased and expertly executed. A lot of recent releases have featured popular players or local artists, and once again our culture has been relied upon with the photo shoots and videos taking place at the now booming again port. A healthy dose of nostalgia has been thrown in too, as the club seeks to make the most of the retro and ‘legacy’ connections with the brand with a bee.

Having Lads and Lasses representatives feature in the promotional stuff (Mary McAteer and Tash Fenton are seen showing off the Denmark national side style anthem items that dropped alongside the shirts) further indicates an all-encompassing approach to what is being brought out – ladies fits, long sleeves – so many aspects have been thought about and we seem to be ending up with a class product as a result.

A 1992 FA Cup final themed change strip, plus an all new third strip are expected to follow up soon; if they are as nice as this traditional option then the players on the pitch and the fans in the stands will be looking as good as ever.