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Sunderland’s stunning new home shirt is selling out within 10 minutes of going on sale

Sunderland’s stunning new home shirt for the 2024/25 season is selling out within 10 minutes of going on sale in the club shop and online.

Queues formed outside the stadium for the new Sunderland Hummel home kits as early as 5am on Friday morning (28 June) to get into the brand new club shop.

The new Sunderland kit has been described by the club as “an iconic legacy reborn” with the Hummel matchday home collection unveiled on Thursday with the partnership said to be 36 years in the making.

Priced have been set at £60 for adults and available in short and long sleeves, and in women’s sizes.

STATEMENT:

An iconic legacy reborn, Sunderland AFC and hummel today unveiled the Club’s 2024-25 home matchday collection.

A partnership 36 years in the making, supporters will not have long to wait, with the collection available online and via our brand-new stadium store from 8am on Friday 28 June.

The 2024-25 home shirt pays homage to the City of Sunderland’s proud shipbuilding heritage, with the all-over stripes referencing the Club’s former crest and the inner neck adorned with archival images depicting shipyards and vessels.

‘From the banks of the River Wear’ graces the inside collar and the shirt is anchored to our contemporary home, as the coordinates of the Stadium of Light are subtly placed on the outer neck.

Priced from £60 for adults and available in short and long sleeves, and in women’s sizes, the shirt launches simultaneously alongside a home matchday collection fully bespoke to SAFC, which includes our 2024-25 home anthem jacket and green goalkeeper kit, which is a contemporary take on another classic hummel design.

The kit features hummel’s advanced ECO8 technology, which will allow our teams to perform at their best from the first minute until the last, and is manufactured using eight recycled bottles.

Spreadex proudly continue as our front-of-shirt partner and after listening to supporter feedback, have committed to providing a number of adult shirts without their brand for those who wish to wear an unbranded kit.

Following an impactful partnership at regional level throughout the last campaign, Utilita Energy continue to take pride of place on all infant and junior shirts.

And for the first time ever, SAFC Women’s dedicated supporters will be able to follow in the footsteps of their team, with shirts that include the Lasses’ front-of-shirt sponsor and Barclays Women’s Championship sleeve patches set to be available from September.

Following the launch of Fanatics’ new online store, the Club’s new retail partner will take centre stage on Friday when they open an incredible new stadium store at Black Cat House.

Supporters will be able to drop-in to the store seven days per week, with extended operating hours also in operation throughout the first month of opening:

Monday to Friday: 8am – 8pm
Saturday: 9am – 6pm
Sunday: 10am – 4pm

Shirt printing will also be available online and in store. Fans are reminded that all squad names and numbers are subject to change ahead of the 2024-25 season and the Club will be unable to provide refunds or replacements if printing occurs before a change is made.

Promotional material for the 2024-25 home kit was produced in collaboration with hummel, Blood Films and photographer Will Cornelius, who all descended on the iconic Port of Sunderland to capture Aji Alese, Pierre Ekwah, Trai Hume, Natasha Fenton and Mary McAteer.

Sunderland’s stunning new home shirt is selling out within 10 minutes of going on sale, this is how fans reacted on Twitter…

@MalDickenson: Blimey, I had planned to pop up after work at 2.35 today, think I’ll give it a few weeks, there’ll be nowt left 👀

@StaceyA_91: Would have preferred the sponsor less Sunderland shirt but it’s all sold out already, hopefully more go on sale later #SAFC

@BradleyDSharp11: Apparently they’ve got high levels of stock and more ready to meet the demand, so I don’t think they’ll run out today. (I hope anyway)

@PaulTurnbull14: Small and Large men’s shirts already not available online 🤦‍♂️

@adkpt83: Let’s hope there’s more than 2 staff members working 😂😂

@NikkiJude: Just seen em handing out pink slices to people in that queue. Brought a tear to me eye honestly. It’s the little things. Bagging David Bruce might be the best signing the club’s made in a LOOOONG time ❤️🤍 #SAFC

@Alexr97__: Guess I’ll have to wait to get my hands on the long sleeve, couldnt have had many in stock online like the XL went in about 30 seconds. #safc

@AmyMetcalfe2: £107 down before 9am! Welcome back #safc

@CotterillShaun: Got my long sleeve dead on 8am. Sold out in 7 minutes 👀 #SAFC

@Tdal1369: Same as always, never enough on sale #SAFC 😡

@russepl: Hoping unsponsored gets restocked online 🙏

@johntaylor2311: Ordered already, best home shirt in many many years

@PaulTurnbull14: Small and Large sold out online on launch day within 30 mins of this tweet. Fantastic launch marketing followed by immediate disappointment

@AbsDoug: Pulled up just after 7 thinking I’d be the only one there. Queue is massive already!! 🤣 #SAFC

@RobXXIII: 1 minute past and the unsponsored one is sold out ? Haway man

@StuartParnaby: Love the new shirt… but a bit of an own goal running out of online stock within minutes!

@DaveMc1982: Imagine the queues if we actually had a club that were on the up and not having a decade of mismanagement and poor performance

@AdamFost3r: Well well well… I hope the Sunderland fans who criticised and laughed at us for queuing for the new shirt keep the same energy for their own 🤷🏽‍♂️ #nufc

@jacka17: Love to see it!

@johnnyjenko: Guess I’m waiting for a home top then 😂 #safc

@rokerroarontour: KLD must be seeing demand for a kit and queues and thinking why was I led by bluffers who said we didnt need a shop. Now imagine where we would be if didnt listen to a bluffer who says we dont need a centre forward & dont need experience. #safc

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