June 25 Can't Help Falling In Love With Sunderland AFC

A first of its kind in the Premier League, Sunderland AFC revealed the Club's first kit created in collaboration with musical and cultural icon, the King of Rock and Roll, Elvis Presley. The away kit, produced by hummel – the Club's official kit partner – forms part of a multi-year collaboration with the Elvis Presley Estate and Authentic Brands Group. 

Publicity stated: Inspired by the origins of Elvis' career, the kit features the iconic pink and black colorway associated with his breakthrough years on the Louisiana Hayride. A subtle embossed pattern, drawn from 1950s design motifs with repeated SAFC detailing throughout, nods to the era that launched Elvis to global stardom. Inside the neck tape, supporters will find the words 'Can't Help Falling in Love With You', alongside the Club crest and Elvis' signature. 

Since the late 1970s, 'Can't Help Falling in Love' has been Sunderland's matchday anthem, sung in full voice before kick-off, home and away. Its inclusion here isn't mere decoration. It's an acknowledgement of our fans and their dedication to this club.

 

The Elvis Kit will be available to purchase on Friday June 26, 2026. The shirt will also be available at Graceland in Memphis from early July, as the Black Cats head to the United States for a pre-season tour this summer. 

 

Alongside the away kit, Sunderland AFC is launching an exclusive Elvis-inspired lifestyle and warm-up collection. Drawn from the shirt Elvis wore on the cover of 'Blue Hawaii' and in the film that introduced 'Can't Help Falling in Love' to the world, the collection includes an anthem jacket, pre-match T-shirt, quarter-zip training top, military jacket, Graceland T-shirt and hoodie, Love Elvis T-shirt and hoodie, and a range of themed accessories.

 

The Elvis Kit launches without front-of-shirt branding and will be sold at retail without front-of-shirt branding for the duration of the 2026-27 season. Fans will, however, have the option to print our front-of-shirt Partner at Official Club store locations, once the Club’s new Partner is announced. 

 

The Elvis Kit will be priced at UK£70 for adults and UK£55 for juniors. The Club's home and third kits, launching later this summer, will be priced at UK£65 for adults and UK£50 for juniors.

 

A special launch event takes place at the Stadium of Light store at Black Cat House tomorrow, Friday 26 June, with doors opening at 8 am. Fans are encouraged to come down early – there'll be an Elvis-themed photo opportunity with a Pink Cadillac, plus a few surprises for those who make it through the doors first.

 

The date is no coincidence. On 26 June 1977, Elvis Presley took to the stage at Market Square Arena in Indianapolis for the very last time, closing his final ever performance with Can't Help Falling in Love With You.

Scott McCubbin, Chief Commercial Officer, Sunderland AFC: “The relationship between Sunderland AFC and Elvis is unlike anything else in football. For nearly five decades, 'Can't Help Falling in Love' has been the soundtrack to some of our most memorable moments and its sentiment epitomises the connection between the Club and our supporters. This collaboration allows us to celebrate that heritage in a creative, bold and authentic way. 

As Sunderland prepares for a return to the European stage and continues to attract attention worldwide, we're both proud and excited to bring this iconic story to life for fans in Wearside, across the UK, and around the globe."

 

Lars Stentebjerg, CEO, hummel: "No Premier League club has ever collaborated with the Elvis Presley Estate before, and we are proud that hummel and Sunderland are the first. 'Can't Help Falling in Love' has been sung on those terraces for nearly five decades. Together, we have created a kit that reflects something real."

 

Dana Carpenter, EVP Media and Entertainment, Authentic Brands Group: “Sunderland supporters have made ‘Can’t Help Falling in Love’ part of the club’s tradition for decades, making this a truly authentic partnership. We’re excited to see that connection brought to life through this collaboration.”

Some things are meant to be.

(Source: Sincerely Elvis / Robert van doorn / Sunderland AFC)