Southampton Announce Hummel Kit Deal
Southampton FC earlier today announced that they've signed a kit deal with Hummel, replacing Under Armour.
The deal between Hummel and Southampton will run for an initial five years and was made possible by the club and Under Armour agreeing on a premature end to their partnership after the 2020-21 season. According to the official announcement, this is due to "Under Armour’s shift in marketing strategies."
It's not the first time that Hummel produce the Saints' kits following a short stint between 1987 and 1990. The 1987-88 design was iconic, based on the template of Denmark's timeless 1986 World Cup shirt - which was recently "re-released" by Hummel.
Southampton have announced that they are back with Hummel!
— Classic Football Shirts (@classicshirts) January 18, 2021
Could we see the return of some of their classic designs? pic.twitter.com/VT5y16m2VO
Allan Vad Nielsen, hummel’s CEO said: “After 30 years apart, we’re extremely proud and honoured to be back as an official partner of Southampton FC. Football is engrained in our brand DNA at hummel and the partnership with Southampton represents another huge step of our ambitious growth plans and expansion internationally.”
🤝#SaintsFC is delighted to announce that it has agreed a five-year partnership with the iconic sportswear brand, @hummel1923.
— Southampton FC (@SouthamptonFC) January 18, 2021
Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “From the moment we first met the hummel team it was obvious there was a great connection between us, not only because of our past history, but also because of the potential of what we could achieve together in the future.”
Are you glad to see Hummel return to making Southampton FC's kits in the 2021-22 season? Comment below, and check out the Kit Overview for more.
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To personalize the items for each specific fanbase, the template incorporates the respective club's crest on the lower-left side of the football graphic, alongside a colored Adidas Trefoil logo on the right. The collection utilizes various base colors, including red, white, light grey, and dark charcoal, depending on the team's palette.
Currently, the Bayern Munich edition of the tee is already officially available for purchase. The versions for the rest of the elite clubs, including Manchester United and Liverpool, are expected to be launched very soon.
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The new Adidas Croatia 26-27 home anthem jacket features a very clean and traditional aesthetic. It boasts a bright red base, complemented by crisp white Three Stripes running down the sleeves.
The new Adidas Croatia 26-27 away anthem jackets feature the Trefoil logo. There are two distinct colorways leaked for the away jackets:
- Option 1: A deep blue base contrasted by vibrant red Three Stripes on the shoulders and sleeves, finished with a crisp white Trefoil logo.
- Option 2: A red base with white Three Stripes, distinguished by contrasting dark navy blue detailing on the ribbed collar and cuffs, alongside a white Trefoil logo.
Exclusive: Manchester United 26-27 Third Kit Pays Homage to Salford Lads Club
The Manchester United 2026-2027 third kit is is a homage to the local Salford area, specifically drawing inspiration from the iconic Salford Lads Club.
The kit is inspired by the two Lancashire roses prominently featured on the club's entrance signage, a visual made famous by its inclusion in The Smiths' 1986 album, The Queen is Dead. It incorporates hand-drawn roses and features a unique back neck sign-off, celebrating both the local fan base and the youth community deeply associated with the historic Salford landmark.
