Sunderland have recently released their 2024/25 away shirt, made by hummel.
Sunderland have partnered with hummel ahead of the 2024/25 season, with the pair reuniting after 30 years.
Sunderland’s 2024/25 home shirt was available to buy earlier this month and fans flocked to the club store to buy theirs.
Home shirts quickly sold out. It since been followed by the release of the club’s 2024/25 away kit, along with some items of training gear.
It follows what’s been a summer of change at the Stadium of Light with a new head coach arriving in Regis Le Bris.
He brought an end to what was four-month search for Michael Beale’s eventual successor at Sunderland.
Sporting director Kristjaan Speakman is hard at work in the transfer market too, with Sunderland signing Ian Poveda this week to take their summer signings up to three.
Sunderland recently announced that their 2024/25 away shirts sold out in just 11 minutes, taking their summer shirt sales to more than 25,000.
The club is planning another re-stock of away shirts and home shirts before the start of the new season.
Journalist James Copley reacted to the news of yet more record shirt sales, posting on X:
Sunderland are working wonders off the pitch
Sunderland owner Kyril Louis-Dreyfus and Speakman have faced criticism this year, ad rightly so.
The club went about last season, the managerial changes and some of the signings, in the wrong way, and they faced criticism on social media.
But it’s clear that the pair are trying to make the club more unique and fan-friendly with certain moves, like partnering with Fanatics to make the club’s retail more user-friendly, and then partnering with hummel and providing some of the club’s most popular kits of all-time.
So there’s definitely a lot of positive changes going on off the pitch, and they’re changes that not a lot of clubs can replicate or are even trying to implement.
So credit is due there. But at the end of the day, it’s all about the football, and if the Le Bris appointment doesn’t work out or Speakman fails in the transfer market, then all this good work may quickly be forgotten.
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