Key Points
- Leeds United and adidas have unveiled the club’s new away kit for the 2026/27 season.
- The launch film was shot on Ilkley Moor and at the Cow and Calf.
- The new shirt features the adidas Originals Trefoil logo for the first time in the partnership’s history.
- The white rose crest returns to a Leeds United shirt for the first time since the 1997/98 season.
- The club says the design celebrates its heritage and the connection between Leeds, Yorkshire and its supporters.
- The away kit will go on sale from 8am on Thursday, 4 June 2026.
- The launch video is narrated by Leeds United legend Lucas Radebe.
- Leeds United says the campaign includes first-team players in roles away from football to reflect the humour and commitment of the fanbase.
Leeds United (The Leeds Times) June 4, 2026 and adidas have launched the club’s new away kit for the 2026/27 season, using a campaign filmed on Ilkley Moor and around the Cow and Calf, with the release set against one of Yorkshire’s best-known landscapes. The club says the launch marks a first for the partnership because the shirt carries the adidas Originals Trefoil logo, while the white rose crest also returns to a Leeds United shirt for the first time since the 1997/98 season. Leeds United added that the kit is designed as a tribute to the club, the city and Yorkshire, and that the away strip will be available from 8am on Thursday, 4 June 2026.
Why was Ilkley Moor chosen for the launch?
Leeds United has placed Yorkshire at the centre of the campaign by choosing Ilkley Moor and the Cow and Calf as the backdrop for the launch film.
The club said the setting reflects the strength of the bond between Leeds United and its supporters, with the film intended to show the lengths fans will go to follow the team. Narration comes from club legend Lucas Radebe, giving the launch an explicitly Leeds-linked voice rather than a generic commercial presentation.
As reported by Leeds United in its official release, the video also features first-team players in roles far removed from football, which the club says is meant to capture the humour and commitment that define the fanbase.
That approach places the campaign in the wider tradition of football kit launches that try to connect product marketing with local identity, but Leeds United’s own description keeps the emphasis on community rather than spectacle.
The choice of a recognisable Yorkshire location also reinforces the club’s stated message that the shirt is tied not only to Leeds, but to the wider county.
What does the new shirt look like?
According to Leeds United, the away shirt uses a classic yellow base associated with away kits across the club’s history, with night navy and white detailing.
The club shop listing describes it as a bold tribute to the city’s 400th anniversary and its heritage, and says the shirt carries an all-over pattern rooted in Yorkshire. It also includes a classic V-neck and is completed with navy shorts and yellow socks as part of the full away strip.
The most notable design change is the use of the adidas Originals Trefoil, which Leeds United says appears on a shirt for the first time in the partnership’s history.
The return of the white rose crest is another central feature, with the club saying it has not been seen on a Leeds United shirt since the 1997/98 campaign. Leeds United said the combination of those symbols with the club’s familiar colour palette is meant to celebrate both heritage and the connection between the club, the city and Yorkshire.
What did Leeds United say about the launch?
Leeds United said the new away kit
“celebrates both Leeds United’s heritage and the enduring connection between the club, the city and Yorkshire”.
The club also said the return of the white rose crest and the use of two iconic symbols make the strip one of its most recognisable away launches in recent years.
In the wider launch material, the club linked the design to its supporters, presenting the film as a tribute to the dedication of fans who follow the side home and away.
The official product description on the club’s retail site adds that the shirt is built with adidas Climacool technology, which is intended to keep wearers cool, dry and focused.
It also says the jersey has been designed for both match days and supporters, reflecting the club’s attempt to position the shirt as a performance item and a fan product at the same time.
Leeds United’s launch messaging consistently ties the strip to identity, rather than presenting it purely as a seasonal retail release.
When will the kit go on sale?
Leeds United says the 26/27 away kit will be available from 8am on Thursday, 4 June 2026, via the club’s online shop, adidas, Leeds United retail stores and selected JD stores.
The official Leeds United Store at Elland Road will be open from 8am until 8pm on launch day, while other club stores will operate their usual opening hours. That gives supporters several routes to buy the shirt on the first day of sale.
The timing places the launch early in the club’s pre-season retail cycle, which is typical for major kit reveals. Leeds United’s shop page also indicates that the shirt is being promoted as a flagship item in the club’s 2026/27 range, not just a standard away top. The official retail listing frames it as part of a wider heritage-led collection.
How does this fit Leeds United’s kit history?
Leeds United and adidas have already used heritage themes in previous kit launches, but this release stands out because of the return of the Trefoil and white rose crest.
The club’s retail material presents the shirt as part of a longer story about Leeds, Yorkshire and the city’s identity. That approach mirrors earlier kit campaigns, but this one is more explicit in linking the shirt to regional symbols.
The return of the white rose crest is especially significant because Leeds United says it has not appeared on a shirt since the 1997/98 season.
The club is also positioning the Trefoil as a historic first for its adidas partnership, which began in 2020. Together, those details make the 2026/27 away kit a notable design shift within the club’s recent commercial history.
Background of the development
Leeds United and adidas have regularly used kit launches to blend performance wear with local identity, with recent campaigns highlighting club history, fan culture and regional symbols.
The latest launch continues that pattern but adds two features that the club is treating as major milestones: the Trefoil logo and the white rose crest. The build-up also followed online interest in leaked images of the shirt in the days before the official reveal.
The club’s official release also sits within a broader commercial approach in which adidas Originals has become a visible part of Leeds United’s branding, both in retail and lifestyle collections.
Leeds United’s own shop has framed the shirt as a tribute to the city’s 400th anniversary and its heritage, showing that the launch is being used to connect football merchandise with civic identity. In that context, Ilkley Moor is not just a scenic backdrop but part of the story the club is telling about place and belonging.
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What could this mean for supporters?
For Leeds United supporters, the immediate impact is likely to be a strong retail response, especially among fans drawn to heritage-led designs and the return of the white rose crest.
The use of the Trefoil and Yorkshire symbolism gives the shirt a distinct identity that may appeal beyond match-going supporters, including collectors and casual buyers. Because the shirt is being released before the season begins, it may also become one of the first visible markers of the club’s 2026/27 campaign.
More broadly, the launch may strengthen the club’s connection with supporters who value local references in merchandise and branding.
The campaign’s Yorkshire setting, club legend narration and fan-focused messaging all point to a release designed to resonate emotionally as well as commercially. For supporters, that means the shirt is likely to be judged not only on appearance, but on how well it represents Leeds United’s identity and roots.
