​Not long ago, Sunderland barely sold replica goalkeeper kits, and now, ahead of the 2026-27 season, the club has given the category its own dedicated focus with the Montgomery Collection enjoying a remarkably strong reception on release. It can be traced back to the 2023-24 period when access to outfield strips was restricted to the club’s shop, and the unavailability of Nike’s template top for goalkeepers was just one of several frustrations for supporters with the club’s retail operation at the time. Since then, Sunderland has shifted its approach, embracing a broader merchandise range and seeking to maximise revenue without leaving fans feeling short-changed. The challenge, of course, is to balance profit with value, and this latest reveal appears to strike that balance, offering a product line that fans are eager to buy.
By tying the collection to Jimmy Montgomery—Sunderland’s hometown legend, record appearance-maker, and the first person to have a stand named after him at the Stadium of Light—the club has heightened expectations. The bespoke collection, initially modest in appearance but rich in meaning, pays fitting homage and, much like last season’s designs, is poised to become a regular feature on terraces—partly thanks to its short-sleeved design and, crucially, its authentic look.
Historically, goalkeepers have typically received a single design with colorway variations for emergencies. This time, Sunderland presents three distinct looks, all sharing some common elements but each with its own identity: a dark green “home” top featuring a sublimated dot pattern, a yellow “away” kit with the back proudly bearing the 1960s-style “SAFC” initials, and an orange “third” option sporting the old-style ship crest—a nod, presumably, to the branding of the accompanying outfield strip.
All strips include iron-on hummel chevrons, sewn-on badges, and Jimmy Montgomery’s signature on the back of the neck. The shorts feature matching mesh-panel detailing, while the home shorts remain black, paired with red socks and a contrasting colour round-neck collar—a deliberate nod to the 1973 Cup Final, a game famous for Monty’s remarkable saves, commemorated here by an abstract dot formation representing that moment. The yellow base of the away top is accented by darker repeated signatures and black trim, while the orange option uses red trim and a tonal “627” pattern to reflect the number of times he took to the field.
From a design perspective, the collection is stunning. Yet the merchandising landscape is all too familiar, and prices have inched upward—£65 for an adult top and £30 for adult shorts—raising questions about value for money. At the time of writing, there is no mention of hummel incorporating ECO8 technology in the materials, which is less than ideal, even as the business side of the venture indicates healthy sales potential. Early reactions suggest strong demand and a positive reception from fans, who appear ready to back a product tied to a local legend and a storied club history.
In essence, the Montgomery Collection marks a notable shift in Sunderland’s merchandising strategy. It demonstrates an effective combination of heritage homage and modern football fashion, delivering a product that resonates with supporters while offering enough variety to appeal to different preferences on matchday. If the club can maintain fair pricing, include sustainable material innovations, and continue to expand the range in a way that feels value-driven rather than exploitative, the Montgomery Collection could become a staple for Sunderland fans for seasons to come.