Rumours of a pink strip have been circulating on Wearside for a while now, and whilst supporters were understandably cautious given the unpopular reaction to past designs featuring that colour, the anticipation levels had still been growing ahead of the launch of 2026-27 change kit.
First of all, club insiders spoke of the kit having particular significance to supporters, which led to some intriguing ideas of a Pink Slice themed mash up, but then came the big tease – an innovative Elvis collaboration
being revealed at the end of a memorable May afternoon that had already witnessed European football being confirmed.
The details were minimal, but the implication was huge – Sunderland, whose terrace take up of Presley’s anthem ‘Can’t Help Falling With You’ has resonated with generations of supporters, had taken the relationship further and established an official link up with arguably the most significant figure in popular culture ever. Further details followed, we now know that this is only the beginning of a multi-year partnership for instance, and at last we have seen ‘Episode One’, a 1950s styled pink and black outfit inspired by the King of Rock ‘n’ Roll’s early career that dropped courtesy of a video filmed at our own performance icon, the Sunderland Empire.
With the new shirt to be sold in Graceland, one of the biggest visitor attractions in the United States, and featuring the Estate’s official seal of approval, the new top is intended to be a worldwide seller. Those closer to home however might need some convincing – with some hardcore fans in the immediate aftermath of the launch loving the general idea seemingly but not enjoying the execution too much. Compared to adidas’ 2016-17 attempt and Nike’s 2023-24 follow up, pink strips that were not always associated with good football, the newest look is understated and subtle, but it still has its critics.
Hopefully, their views will soften once the shirt is seen in action. If the Lads look pretty in pink whilst on their European jaunts it will quickly gain significance, and it is set to be used before then when they visit America for pre-season. That, just as the launch being tied into the anniversary of Elvis’s final live performance, shows the importance of good planning and good marketing; Sunderland, itself a Music City, will send its footballers to Nashville in Tennessee, a capital of the industry and a huge part of the Elvis story, and have them paying tribute to his memory and wearing his colours.
That will carry huge weight and tells us this is no half-baked scheme. As we have come to expect with hummel, the detail and commitment to the bit is fantastic – and they’ve even forgone their famous chevrons in order to keep the design traditional. The small manufacturers logo, monochrome club crest and for now at least, lack of a sponsor, provide a sleek appearance overall. Closer inspection then shows the ‘extras’, such as Elvis’ signature, themed neck tape and a classic Elvis poster font boldly displaying the lyrics that have become part of SAFC’s identity.
The polo style collar is the first one seen on a Sunderland shirt since the 2020-21 change strip and below the shoulders are extensive embossed SAFC motifs drawn from popular 1950s styling – squint and the general vibe it isn’t a million miles off the cerise shirts the players dabbled with when playing under the new Roker floodlights during that era. The shorts and socks will be seen when the club shops open their doors at 8am this morning, and the wider collection is said to include an Elvis anthem jacket, pre-match shirt (Blue Hawaii inspired, the Presley film that included the song), training top and, interestingly, military jackets, Graceland hoodies, Love Elvis hoodies and ‘a range of themed accessories’. There is clearly little point having a collaboration if the club are not going to make the most of it, and it should be noted that the replica shirts are priced at £70 (we are told that standard home and third kit tops, also due out this summer, will be less).
If you really want to splash out, you can buy Europa League patches to complete your ensemble. Interest in the strip, thanks to the Elvis association and the novelty of an upcoming European campaign, has meant the club has ordered record amounts of stock and are hoping it is backed up by sales even higher than those of the ultra-popular blue change option it is replacing. The 2025-26 offering was a reboot of much-loved fan favourite with modern touches, including lyrics from The Lake Poets’ City By The Sea. Following that one up with more musical inspiration could lead to supporters harking back to the days of Smash Hits rather than the Echo’s old pink editions, and Elvis’ latest duet will surely become a number one success.
