Cymru Unveils Home Kit as New Official Shop Launches, Wales 2026

Key Points

• The FA of Wales (FAW) and the new kit sponsor SUDU have launched the Cymru Home Kit for the 2026-28 period, which marks the start of the new partnership.
• The announcement comes alongside the opening of the new bespoke official FAW website, scheduled to launch at 9:00 am on Friday 7 August 2026.
• The new Cymru Home Kit has a delicate geometric jacquard design based on traditional Welsh tapestry, created in collaboration with Amgueddfa Cymru – Wales.
• The prices will be 30% cheaper compared to similar kits for other national teams: £90 for the PRO shirt, £70 for adult replica and £50 for juniors.
• SUDU, through Levy Merchandising, will take care of the full process from design, manufacture to retail and wholesale of all Cymru products on- and off-field.
• The kit will be used by the senior men’s and women’s national teams throughout the 2026-28 period.
• The training and pre-match range is based on Welsh mining culture and the song “Yma o Hyd”.
• The new sponsorship comes to an end of the 13 years of cooperation with Adidas starting in 2013.

Wales (Wales Times) August 06, 2026 – The Football Association of Wales (FAW) and new kit supplier SUDU today unveil the 2026-28 Cymru Home Kit, the first in the new partnership, alongside the launch of a new official shop dedicated to Cymru merchandise. The announcement marks the start of a fundamentally new operating model for Welsh football, with Levy Merchandising and its premium sportswear brand SUDU appointed as Official Retail Partner and Technical Kit Supplier to Cymru’s national teams.

As reported by the FAW in its official release, the 2026/28 Cymru Home PRO shirt will retail at £90, with adult replica shirts at £70 and juniors at £50 – prices that are on average around 30% less than comparable national team home shirts from other brands. The new official FAW store, built from the ground up as a bespoke destination for all official Cymru products, goes live at 9:00am on Friday 7 August 2026, launching alongside the Official 2026/28 Cymru Home Kit and accompanying training and pre-match ranges.

Who are SUDU and what is the new FAW commercial model?

The agreement with SUDU follows a long-term partnership between the FAW and Levy Merchandising, under which Levy holds exclusive rights to design, manufacture and supply all technical product to the FAW, delivered through its sportswear brand SUDU. That covers match kit – home, away and goalkeeper kits in both pro and replica specification – alongside training wear collections and other off-field ranges.

As outlined in the FAW’s announcement, Levy Merchandising is responsible for the complete end-to-end process: designing and manufacturing the kit under the SUDU brand, selling it direct to supporters through the new ecommerce platform and physical retail activations, fulfilling every order, and running the FAW’s wholesale and licensing programmes as exclusive rights holder across the full product range. There is also a commitment for physical retail activations at strategic points and locations throughout the partnership, including presence at senior men’s and women’s home fixtures.

What does the 2026-28 Cymru Home Kit look like and what inspired it?

Instead of using a generic template, SUDU has emphasised that the new jersey was specifically developed for Wales, following a year-long design collaboration that included input from the FAW and players from both national teams. The home jersey showcases a subtle tonal geometric jacquard pattern inspired by traditional Welsh tapestry, developed in partnership with Amgueddfa Cymru – Wales during the creative phase.

The embossed design reflects the historical double cloth weaving of Wales, and the back of the shirt features the phrase “Gorau Chwarae Cyd Chwarae”, which translates as “Best Play is Team Play”, situated beneath the collar. The kit maintains Wales’ classic red colourway with white accents on the collar and sleeves, complemented by matching red shorts and socks. Alongside the official presentation of the home strip, images of the upcoming 26-28 goalkeeper kit have appeared online, with reports of a vibrant yellow base with abstract green and navy blue swirling graphics across the front and a navy collar.

How does the new kit pricing compare with previous deals?

The FAW has positioned the new kit range as more accessible to supporters, with the 2026/28 Cymru Home PRO shirt priced at £90, adult replica at £70 and juniors at £50. According to the FAW’s statement, these prices are on average around 30% less than comparable national team home shirts from other brands. This represents a notable shift from the previous era, in which national team kits from major global manufacturers typically retailed at higher price points.

Where can fans buy the new Cymru kit and when does the shop open?

The new official FAW online store has been built as a bespoke destination for all official Cymru products and goes live at 9:00am on Friday 7 August 2026, launching alongside the Official 2026/28 Cymru Home Kit and accompanying training and pre-match ranges, available for consumer purchase for the first time. As reported by WalesOnline, starting Friday 7 August the new home kit, along with training gear and pre-match items, will be available for purchase through the official Wales Store, with options also offered at JD and uk/sports/">Sports Direct.

What have FAW officials said about the SUDU partnership?

FAW chief executive Noel Mooney characterised the agreement as a pivotal moment for Welsh football. As quoted by WalesOnline, Mooney stated: “This represents a moment for FAW… It is the most [significant] kit agreement in [our] history and [reflects] the progress football has made both on and off the pitch.” He added that collaborating with Amgueddfa Cymru – National Museum of History throughout the process helped ensure the design was rooted in Welsh heritage, describing the kit as one that “tells a genuine Welsh story and one that supporters can wear with pride”.

What else is included in the new Cymru kit range?

Beyond the home shirt, the new kit range includes training apparel and pre-match collections that draw on distinct elements of Welsh culture. As reported by WalesOnline, the training apparel draws inspiration from Wales’ mining legacy with geometric designs reminiscent of pit headgear, while the pre-match collection is influenced by the anthem “Yma o Hyd”. SUDU designed the new Wales range with player input on fit and construction, following its entry into English football with Wolverhampton Wanderers, where it has supplied kits since 2024.

What is the background to this development?

The unveiling of the 2026-28 Cymru Home Kit by SUDU follows the end of a 13-year partnership between the FAW and Adidas, which began in November 2013. During that period, Adidas produced some of the most memorable kits in contemporary Welsh football, including those worn during the remarkable journey to Euro 2016, the postponed Euro 2020, the 2022 World Cup, and the women’s groundbreaking qualification for Euro 2025. In April 2026, WalesOnline reported that the FAW was transitioning from Adidas to the emerging brand SUDU, which had also been responsible for designing kits for Wolverhampton Wanderers since 2024. On 6 August 2026, the FAW shared a teaser image hinting at the new partnership with SUDU, with the deal officially announced the same day and the store and kit launching on 7 August.

What are the predictions for how this development can affect supporters and Welsh football?

For supporters, the SUDU partnership and the new pricing structure could make official Cymru kits more accessible, potentially widening the base of fans able to purchase authentic matchday wear. The bespoke online store and planned physical retail activations at home fixtures may also improve the overall fan experience by offering more direct access to merchandise and limited-run products. For Welsh football, the vertically integrated model with Levy Merchandising and SUDU controlling design, manufacture, retail and wholesale could provide the FAW with greater control over product quality, inventory and revenue streams compared with traditional licensing deals. If the lower price point drives higher sales volumes while maintaining margins through the new operating model, the arrangement could strengthen the commercial foundation of the national teams as they prepare for the next international cycle, including the home nations tournament that will coincide with the 2028 European Championship qualifiers.