Outside of the world of football who would reckon a badge, a pattern and some fabric could create such fevered reaction? Yet, here we are. On the back of queuing through the night, of frantic fumbling on devices to quickly secure the last of abundant stock, of spending hard earned money buying the anticipated shirts themselves we all now have a moment to pause.
As the new Hummel football strips are released – home, away and third kit – and those queues have shortened (a little), it is an opportune time to look at a promotional campaign which continues to be a staggeringly successful one for Sunderland AFC.
The return of Hummel as Sunderland’s AFC kit supplier is, at its simplest, a business deal. With record-breaking sales records, it is a very lucrative one for both club and manufacturer.
Although, to supporters – this one included – it would be harsh to simply categorise it as a purely corporate transaction. For many, following the Black Cats home and away is a way of life. It therefore follows that everything connected with the club, especially something so keenly wrapped up in the identity of it, is felt deeply. David Bruce, Chief Business Officer at Sunderland AFC, captured the essence of this when he recently said, “As a fan, there’s no more intimate thing you buy than a kit. We don’t take that for granted. We have to obsess over the details and what fans care most about.”
The kit is more than a scrap of synthetic fabric, churned out to make a quick buck, which is why the Hummel resurrection has outstripped all expectations.
Iconic Red & White stripes
Over the generations supporters have witnessed triumph and heartbreak supporting the Rokermen and one of the few constants in that time – other than the fans themselves – is the majority of those moments playing out under a clear, visible identity. Those iconic red and white stripes…
They are synonymous with the team. They are a symbol of resilience, of belonging and of a club still puffing its chest out despite the challenges thrown its way over 145 years. However, some may be surprised at how many ways recreating this broadly simple pattern on fabric can go wrong (we are looking at you Adidas 2017/18). Yet, as Hummel’s latest home shirt offering demonstrates, they have also managed to reflect everything good about the initial design concept but also create a tidal wave of nostalgia and emotion along with an extra touch of class that has frankly long been missed on Wearside.
For a team like Sunderland AFC, template kits lacking the bespoke touches are not worthy of a club so rich in cultural heritage.
Phil Delves, writer, presenter and all round football kit connoisseur, agrees with the sentiment. We briefly caught up with him – on the back of his recent guest appearance on the club’s own promotional YouTube videos – to get his expert take on all three of Hummel’s releases. On the home shirt, Delves told Founded1879, “There was so much anticipation for the Hummel x Sunderland reunion that I wasn’t sure the brand would be able to live up to the hype. The good news is they absolutely have, with a wonderful home shirt that’s jam-packed full of details.”
‘Jam-packed’ is bang on.
The ship, taken from the old badge, is weaved into the stripes, the coordinates of the Stadium of Light are tucked into the collar and landmarks reflecting an industrial heritage are subtly hidden inside. The signature chevrons and Hummel logo add a further dose of cosy nostalgia.
It all adds together to become an instant modern classic.
Memories of ’92
Evoking memories of the Black Cats appearance in the 1992 FA Cup Final, the away shirt once again taps into the club’s history, while bringing it bang up to date. The use of the club’s older ‘ship badge’ embroidered onto the chest – replacing the current crest – is a masterstroke. Certainly for those of a certain age, the badge conjures up memories of Marco Gabbiadini of Tony Norman, Kevin Ball and Gary Bennett.
This all plays even more heavily on the nostalgia notes and as a result, the emotions. On the away shirt Delves adds, “Hummel are masters at reviving classic designs, and Sunderland are the beneficiaries here. This is much more than just a simple remake, as elements such as the sleeve pattern even surpass the original in my opinion with the way it’s been adapted.” It cannot stake a claim for all out originality here but if the brief was redesign a classic kit, make certain it does not impact the legacy of the original and ensure it fits the modern era, it is another winner.
Colliery wheel
Finally, the third kit release did not initially receive the instant praise of the first two. Yet, for some it is the best of the lot. Delves confirms, “This is a textbook ‘marmite’ shirt! With so many comments about the design looking like a pair of curtains, a Wetherspoons plate etc., it’d be easy to write this one off as an experiment gone too far, but I’ve a sneaky suspicion people will warm to this once it’s seen on pitch.”
No doubting it is a bold design. It will surely win over a few who were previously sceptical, as Delves believes, too. The Colliery wheel’s repeating pattern, the ‘Ha’way the Lads’ stitched into the neck design and the even older 1973 era SAFC script, are further easter-egg symbols of the club’s heritage seen in the first two releases. It is, as Hummel Creative Director, Rob Revell recently pointed out on the club’s social channels, “…all about where we’re stood at the moment in the Stadium of Light, so everything to do with this – like the Colliery wheel – it is everything to do with around us, where the stadium is built, where the Colliery wheel is outside.”
It is a unique shirt, of that we can be sure. It offers something different and it is set apart from the bland templates so often handed down to clubs outside of football’s elite. On that basis, whether on the pitch or on the terraces, it is surely another modern classic.
Commercial revenue potential
To sell as many shirts as Sunderland AFC have and are continuing to, there was an urgent need to think beyond the existing commercial infrastructure. That had been clear for some years. Therefore, back in April 24, partnering with Fanatics came as welcome news. They have significantly improved a previously lacking sales offer.
Carly Purkis, Senior eCommerce & Partnership Manager (Football) at Fanatics, said in July, “Fan belief on Wearside ahead of the new season is incredible to see, with the new away kits already flying off the shelves, both in-store and online, following record-breaking demand for the home kit over the past few weeks. We would like to thank Sunderland fans for their fantastic support, and rest assured we are continuing to work tirelessly behind the scenes with both the Club and hummel to ensure that more home and away kits will be available for fans as soon as possible.”
That fantastic support certainly translated to money in the till. As of earlier this month and since the relationship with Hummel was renewed, the club had sold more than 25,000 home and away shirts. A staggering figure. Even more amazing when you put into context that they have now since sold more shirts than in the entirety of last season.
Neil Burke, Hummel’s CEO said in late June 24, “The very first time I met David Bruce, I knew Hummel and Sunderland AFC had a magical partnership awaiting to happen. Roll forward one year, this has been clearly demonstrated within the initial launch – record sales of home jerseys, selling 8 weeks cover in one day!!”
In the broader context, this success must surely also show a larger increase in profit from the already healthy £12.8m of commercial revenue Sunderland AFC recorded in their last recorded set of accounts.
One small niggle is the fact that even though stock supplies have been high, given the demand, some supporters have struggled to make a purchase. This could have become more of a legitamate criticism had the number of sales not been so stratospherically high.
A nod to the past while stepping forward into the future
This collection of kits is not about living in the past. They honour and build something new from it. All told, the partnership between Sunderland and Hummel is not simply looking backwards but instead stepping forward into the future, giving us all a tantalising glimpse at that huge untapped potential this football club has to offer when momentum is behind it.
Yet, replica kits do not guarantee success on the pitch, irrespective of their quality and volume sold. But, alongside a broader commercial offering, they are one element of many that any top side needs to get right, if better days are to follow. In that regard this collection of kits has exceeded its remit. It is up to those responsible for the other areas to now seek to achieve the same level of success, when the whistle blows.
For the fans, the return of Hummel is akin to reconnecting with an old ‘marra’. The shirts themselves serve as a reminder of where the club has come from, the emotional highs, the despairing lows, and the enduring spirit of the Sunderland faithful.
As the Black Cats step out of the tunnel in their new Hummel kits, they are wearing surely more than simply fabric and thread. They are wearing a symbol of pride, a connection to our shared history, a statement of intent and a sign of what is possible when ideas are implemented with care, planning and investment.
All in all, the Black Cats are once again dressed in shirts worthy of their long, illustrious heritage. Hummel’s homecoming on Wearside offers a modern take, sprinkled with memories and tradition. As such this partnership – as we knew all along – is a perfect marriage. 10/10. No notes.
Photos courtesy of Hummel
