Sunderland unveils Elvis Presley-inspired away kit
Sunderland has launched a striking new away kit inspired by Elvis Presley, generating excitement among fans ahead of the upcoming season, reports BritPanorama.
The Black Cats’ pink and black strip will be available for purchase on Friday morning and marks the start of a multi-year partnership with the Elvis Presley Estate and Authentic Brands Group.
This design pays homage to the early years of the King of Rock ‘n’ Roll, drawing from the iconic colours reminiscent of his performances on the Louisiana Hayride. Manufactured by hummel, the kit signifies Sunderland’s distinctive musical connection.
The launch coincides with the 49th anniversary of Elvis’s final performance at the Market Square Arena in Indianapolis on June 26, 1977. On that night, he concluded his show with the now-iconic ‘Can’t Help Falling in Love With You’, a song that resonates deeply with Sunderland supporters.
The anthem has been a staple at the Stadium of Light since the late 1970s, becoming a cherished pre-match tradition. Sunderland’s management emphasised that the song’s inclusion in the kit is a celebration of their fans’ loyalty, not merely decorative.
Featuring subtle embossed patterns inspired by the 1950s, the design incorporates repeated SAFC details as a tribute to the era that established Elvis as a global icon. Inside the neck tape, fans will find the song’s lyrics alongside the club crest and Elvis’s signature.
The pricing for the kit stands at £70 for adults and £55 for juniors. Notably, it launches without any front-of-shirt branding, maintaining a sponsor-free look until a new partnership is confirmed.
Scott McCubbin, Sunderland’s chief commercial officer, remarked on the unique relationship between the club and Elvis, noting that the song has been integral to many memorable moments for the club. He stated, “This collaboration allows us to celebrate that heritage in a creative, bold and authentic way.”
The kit will also be available at Graceland in Memphis starting early July, coinciding with Sunderland’s pre-season tour to the United States. With the club preparing to return to European competition for the first time in 53 years, this launch not only showcases a new identity but also marks a significant moment in Sunderland’s journey.
