18 September 2024 – Today, Admiral Sports unveiled its Autumn/Winter 2024 collection at Ambleside United FC, one of the UK’s most scenic football grounds, 48 years after they last partnered with the 1976/77 title winning side based in the Lake District.
For over 100 years, Admiral has woven itself into the fabric of football, connecting the joy of the outdoors with the passion of the game. Boasting a similar heritage, Ambleside United – founded in 1896 – is one of the regions oldest grassroots football clubs, still competing in the Westmorland Divisions.
Admiral chose the breathtaking backdrop of the Lake District’s rolling hills at Hillard Park, Ambleside United’s home ground since the 1940s, to celebrate football’s inclusivity and connection to the natural world.
Lake Windermere was ranked the ‘number one best view in the UK’ (according to a survey in June 2024) and begins just one mile to the south of Hillard Park. However, Ambleside United’s picturesque ground was not only chosen for its scenic beauty, but also has historical significance to the sportswear brand. Admiral designed Ambleside United’s league-winning kit in the 1970s, a reflection of how the brand’s presence can be found at all levels and corners of the footballing world.
The ground was renamed in the 1990s in honour of local benefactor Ana Hillard, and this community-oriented club still embodies the feeling that football truly belongs to everyone.
From the high-tech top fight stadiums to the picturesque local grounds scattered across the country, football. Admiral Sports has been a part of this journey of over a century, every step of the way.
Launching their new Autumn/Winter 2024 collection, Admiral is celebrating the brand’s deep- rooted connections to all levels of football and the beauty that lies not only on the pitch but also in the surrounding landscapes and in the design of the apparel itself. This collection captures the essence of football’s inclusivity and the unique bond between the sport, its players, and its fans.
Theo Hamburger, Head of Sales and Marketing, said: “We’re thrilled to return to Ambleside United, a club with which we share a deep history, to launch our 2024 Autumn Winter Collection. Ambleside United is a heritage club that through the dedication and hard work of volunteers has remained a constant in this beautiful part of the world for 130 years.
“We have been operating for over 100 years and Ambleside’s resilience and long-standing community is synonymous with our brand values. Returning to this location, decades after they achieved arguably their greatest club success in an Admiral kit with their Westmorland League 1976/77 triumph, is a special moment. The beautiful landscapes reflect the timeless appeal of both football and our designs,”
Westmorland is the historic County of this rural region, now part of Cumbria. This area of the country was pivotal to the growing textiles industry of the 20th century with many factories and suppliers of wool residing in this area – a region with a profound impact on the history of the Admiral sportswear business, and several other apparel brands we know and wear today.
The new collection revisits iconic silhouettes that have left an indelible mark on football fashion, diving into the rich Admiral archives to reimagine classic varsity jackets and panelled sportswear items, staples of the brand’s collections from the 1970s and 1980s. These pieces are not just a nod to the past but a reimagining of iconic designs for the modern sportswear consumer.
The result is a timeless capsule collection that serves as a reminder of Admiral’s enduring impact on football and sportswear fashion. It is a celebration of the game’s heritage and the iconic styles that have defined eras.
The new Autumn/Winter 2024 collection is available now at admiralsports.com.