The way Sunderland conducts its transfer negotiations is refreshingly discreet – invariably the first whispers of a deal are not heard until the move is virtually complete.
There has been extra excitement over the last few days as the rate of business has picked up exponentially too, and on Thursday came an extra frisson for fans looking ahead to 2025-26 with the long-awaiting confirmation of hummel’s change strip for the Premier League return.
Compared to the watertight security surrounding transfers, the design of Sunderland’s newest strip has been an open secret for weeks. We knew the general theme already; all the official launch did was confirm the specifics, plus the rather undeniable fact that the Lads and Lasses have yet another classic on their hands ahead of exciting campaigns.
Not only has Régis Le Bris been given some reinforcements this week but so too has Mel Reay, with internationals Reanna Blades and Rhiannon Roberts both signing up, and the new look squads are certainly going to look the part at this rate – albeit the traditional home colours and third kit are yet to be released.
Based on hummel’s immensely popular 1988-91 blue change strip, the new version has a red and white wrap over collar that is quite similar to the original and crucially for many, carries the much loved ‘ship crest’.
This had made a well-received return on last season’s white change offering, but has reverted to an earlier iteration to reflect where the (blue) ocean meets the (blue) sky and a black boat sails by, as displayed on the corresponding vintage.
The sponsor’s logo has also been altered to white to match its forebearer’s Vaux display, although a closer inspection does show some deviations from first time around.
> The complete collection ➡️
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> — Sunderland AFC (@SunderlandAFC) [July 3, 2025](https://twitter.com/SunderlandAFC/status/1940739254503833691?ref_src=twsrc%5Etfw)
The ship is rather appropriately joined by a repeated Roker Lighthouse/monolith sculpture pattern (replacing the previous hummel text micro detailing) and instead of a more traditional tee shirt shape the sleeves are now raglan type and without red piping.
Perhaps the biggest change between the old and the new editions however is the chevron display, which sees the repeated style replaced by two large arrows high on the shoulders.
It is thought that this feature will be common throughout the range of kits this season, a feeling backed up by the first sightings of the accompanying short sleeve goalkeeper look that has taken a new direction in Sunderland terms.
> Mixing it up for the GKs
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> — Sunderland AFC (@SunderlandAFC) [July 3, 2025](https://twitter.com/SunderlandAFC/status/1940727722025660823?ref_src=twsrc%5Etfw)
With the photoshoot for the strip taking place on Roker beach in the aftermath of Wembley it was inevitable, deliberate even maybe, that the leaks would occur. That had to be the location though, given the ‘City by the Sea’ theme of the kit; hummel’s bespoke touches have been their biggest selling point since they returned to being Sunderland’s technical partner and the inclusion of some poignant lyrics from The Lane Poets is another massive step towards the club reconnecting with its identity.
Much like ‘Ain’t No Stopping Us Now’ was played in deference to the 1992 FA Cup final during the build-up to match days at the Stadium of Light last season, the thought of hearing Marty Longstaff after a blast of the foghorn could provide a similar boost to the atmosphere at games.
Since coming back, the company have also done well with their complementary items, and a full matching theme collection including anthem jacket, warm-up tee and quarter-zip, plus a new ‘lifestyle’ range featuring retro bucket hat, polo shirt and beach shorts will yet again become must haves.
None of this has been thrown together either – the zip tab on the jacket is the same as were used on similar products from hummel back in the day – and after years of taking what we could get, fans are now being offered unsponsored alternatives across all three outfield kits (junior and infant sizes will carry Utilita branding instead) and long sleeves should they wish.
Produced using recycled plastics again, at the time of writing what we don’t know is how the shorts and socks will look. That should become clear when everything goes on sale (which it will have done depending on what time you are reading this on Friday the 4th of July), and in the meantime I will just have to distract myself with another walk down memory lane, aided by the G-Force presentation revealed alongside the kit with more than a nod to those halcyon late 80s/early 90s days.