Sunderland chief drops exciting away and third kit hints for fans - including crest admission

David Bruce says Sunderland fans can expect to see all three club crests across hummel's range of kit after the hugely successful launch of the club's new home kit.

hummel's first kit since returning as the club's partner sold out online within hours of going on sale on Friday, with large queues at the new store in Black Cats House. The away and third kit will be released later this summer and the club's chief business officer believes fans will be thrilled with both. Like the home kit, they're expected to tap into the club and city's history.

"I honestly believe what we've got in the collection of the three kits is really, really special," Bruce said.

"It's to spec, we've got Rolls Royce service from hummel and we've really dug into the details. This shirt is about shipbuilding, its about makers and creators in Sunderland. It's got a heritage slant but it's also about the future. The away kit is pulling on a similar theme and the third kit is pulling on something related to where the Stadium is with the colliery. We'll do that moving forward, we want to tell the stories of the fans and the city and what matters most to the fans so they can see themselves in the product."

The new kits are expected to feature both the club's old ship crest and the lettering crest famously worn on the 1973 FA Cup final winning shirts. Bruce stopped short of confirming that but said fans could expect all three to feature heavily in hummel's kits and ranges.

Bruce said: "Well you're assuming that there will be different crests on the subsequent kits, you might be wandering down the right path with that... We've got three crests that mean a lot to fans. We're quite blessed that we have three ways of expressing ourselves that speak to the football club in very, very different ways. We're going to lean into that and use all three. It's quite special and you'll see all three across the future ranges."

Bruce told The Echo last month that the club were open to a new crest in future, but that any decision would only be made after extensive dialogue with fans.