Sunderland AFC is hosting an immersive pop-up event in New York on Wednesday 29 July to celebrate the launch of the club's new home kit. The experience runs from 4pm to 10pm at LUME Studios, New York.
What to expect at the event
The technology-led installation will showcase the story and inspiration behind the retro-inspired design through promotional films and digital assets. The event combines storytelling, club content and fan engagement.
A retail pop-up will allow US-based supporters to purchase the new home shirt for the first time, along with other hummel products.
Part of North American tour
The launch is part of Sunderland's wider North American tour. The club is preparing for an upcoming fixture in New Jersey as preparations continue for the 2026-27 campaign.
