The wait is over. Leeds United’s new-look online store officially opens with the launch of their new training wear for the 2025-2026 season, marking the beginning of a new retail era powered by global merchandising giant Fanatics. This relaunch isn’t just a cosmetic upgrade – it represents a complete overhaul of how Leeds supporters connect with the club through merchandise, both online and in physical stores. From an expanded range of products to a smoother, more modern shopping experience, today’s launch is a landmark moment in the club’s commercial journey.
The partnership between Leeds United and Fanatics was first announced in November 2024. Under the deal, Fanatics becomes the club’s exclusive retail operator, responsible for the online store and all official club shops, including the flagship Elland Road Superstore and retail units in Leeds Trinity and White Rose. Fanatics, who already partner with global football powerhouses like Paris Saint-Germain, Juventus, and Chelsea, bring with them a wealth of experience in delivering seamless, fan-first retail experiences.
With the new online store now live, fans can explore a dramatically improved platform featuring faster checkout, international shipping, and a wider product selection than ever before. In addition to continuing the distribution of Leeds United’s adidas kits, Fanatics now have rights to manufacture a full line of official Leeds fanwear and accessories. This means supporters can look forward to a broader range of clothing, collectibles, and lifestyle products, some of which will be exclusive to the new store.
Leeds United’s Chief Operating Officer Morrie Eisenberg described the partnership as a major step forward, stating last year: “Our fans, both in Leeds and around the world, are the lifeblood of the club… This partnership will offer our fans a number of benefits, including better access to a wider range of products, enhanced online and in-person retail facilities, and exciting new Leeds products.” Today, that vision starts to come to life.
Fanatics, for their part, have emphasized the importance of understanding Leeds United’s identity. Stephen Dowling, Fanatics’ International President, called the club “iconic” and praised its global fanbase. Chris Smith, a Leeds native and Senior Director of Business Development at Fanatics, spoke of the deep personal connection he feels: “Growing up in Leeds I know just how passionate Leeds United fans are… I’m proud and excited that we are partnering with this unique club, bringing fresh ideas and enhancing the retail experience for Leeds United fans here in Leeds and across the world.”
The club’s supporters can now visit the new store at shop.leedsunited.com to browse the refreshed collections, including new adidas training gear, retro apparel, and Fanatics-designed fanwear with the kits for the new season released soon. This launch marks the beginning of what promises to be an exciting new chapter, one that puts Leeds fans, both local and global, at the heart of the club’s identity.