Hummel Announces Elvis Presley Collaboration Kit for Sunderland AFC!

Danish sportswear brand hummel (hummel) has launched a collaboration with English Premier League club Sunderland AFC for their 2026-27 season away kit, featuring legendary singer Elvis Presley. The announcement marks a historic moment as the club prepares for its first UEFA Europa League appearance in 53 years.

A Kit Inscribed with 'Can't Help Falling in Love With You'

The away kit is part of a multi-year collaboration between the Elvis Presley Estate and Authentic Brands Group. Elvis Presley (1935–1977), known as the 'King of Rock and Roll,' was a legendary American singer who fused Black R&B and white country music—then-segregated genres—elevating 'rock and roll' into a global cultural phenomenon.

This marks the first-ever collaboration between a Premier League club and Elvis Presley, with a design inspired by his early days performing on the radio show 'Louisiana Hayride.' The iconic pink and black color scheme, delicate embossed patterns reflecting 1950s aesthetics, and subtle 'SAFC' details pay tribute to the era when Elvis rose to global stardom.

Inside the collar, the kit features the lyrics 'Can't Help Falling in Love With You' alongside the club's emblem and Elvis's signature. The song became an anthem for Sunderland after fans sang it in tribute following Elvis's sudden death in 1977. The emotional resonance connected deeply with supporters, and it has since been sung before matches as the club's official anthem. Thus, the lyrics on the jersey are not merely decorative—they symbolize respect and gratitude toward the club's devoted fanbase.

Symbolizing the Bond Between Club and Fans

In addition to the away kit, Sunderland AFC is launching a limited-edition lifestyle and warm-up collection inspired by Elvis. The collection draws from designs such as the album cover of 'Blue Hawaii' and the shirt worn in the movie of the same name that popularized 'Can't Help Falling in Love.' It includes jackets, hoodies, T-shirts, and accessories.

Beyond UK sales, the collection will be available this summer at Graceland—the former home of Elvis Presley, dedicated to celebrating his life and legacy—as well as at match venues during the 'Black Cats' (Sunderland AFC's nickname) preseason tour in the United States.

Additionally, a launch event was held at the club's official store on June 26—the date Elvis concluded his final performance with 'Can't Help Falling in Love With You'—featuring a display of a pink Cadillac.

Scott McCabe, Sunderland AFC's Chief Commercial Officer, said: 'The relationship between Sunderland AFC and Elvis is unlike anything else in football. 'Can't Help Falling in Love' has accompanied the club through some of its most memorable moments over nearly 50 years, and the sentiment in its lyrics has long symbolized the bond between the club and its supporters. This collaboration offers a creative, bold, and sincere way to honor that tradition. As we prepare for our return to the European stage and attract global attention, we are proud and thrilled to bring this symbolic story to life.'

About Sunderland AFC Founded in 1879, Sunderland AFC is a historic football club based in Sunderland, Tyne and Wear, England. After enduring a difficult period—including three consecutive relegations from the 2016-17 season—the club gained worldwide recognition through the Netflix documentary 'Sunderland 'Til I Die,' which chronicled its behind-the-scenes journey. The club returned to the Premier League for the 2025-26 season after a nine-year absence. Under manager Régis Le Bris, they achieved an impressive 7th-place finish in their first season back, securing qualification for the UEFA Europa League. [OFFICIAL WEBSITE] https://www.safc.com/

About Elvis Presley Elvis Presley is one of the most influential figures in 20th-century pop culture. Revered as the 'King of Rock and Roll,' his powerful voice and charismatic stage presence sparked a musical and cultural revolution that changed the world. More than 60 years after his global debut, his life and music continue to inspire countless works and products across all genres, captivating audiences worldwide. [OFFICIAL WEBSITE] https://www.graceland.com/

About hummel

The Danish sportswear brand 'hummel' was founded in 1923, pioneering the world's first football boots with studs. At a time when players wore flat-soled leather shoes, hummel introduced studs to dramatically improve grip, enabling new types of play. Inspired by the bumblebee (hummel in German)—a creature theoretically too heavy to fly but which flies through sheer effort—the brand adopted the name and logo. With a century of history, hummel now operates under the vision 'CHANGE THE WORLD THROUGH SPORT,' continuing to innovate with a unique brand story.

[OFFICIAL WEBSITE] https://www.hummel.co.jp/