On Saturday, Leeds United will step onto the pitch for their first competitive match of the season, sporting a kit that brand experts have hailed as “a kit for the fans.
” For many supporters, the sight will evoke memories of a bygone era, and that’s precisely the point. Nostalgia has a powerful pull in football, and Leeds United have astutely tapped into this sentiment for the 2024-25 season, reclaiming a piece of their identity in the process.
This decision is more than just a nod to the past; it’s a significant statement in the ongoing battle over football’s identity. In an age where the essence of historic clubs like Leeds United is increasingly threatened by the encroaching influence of global corporate entities—most notably the controversial Red Bull sports empire—holding onto and celebrating one’s roots has never been more crucial.
Retro football shirts have seen a resurgence in popularity, fueled partly by their affordability and partly by the sentimental value they hold. At Elland Road, the usual sea of white shirts was recently punctuated by vibrant splashes of yellow as fans donned the club’s new away kit. The design, which pays homage to the iconic 1970s era, has resonated deeply with supporters, evidenced by the record-breaking 15,000-plus sales on the day it was launched in July.
Football clubs are inherently tied to their identities, and yet, in the relentless pursuit of fresh and unique designs, they sometimes lose sight of what makes them special. Leeds United’s decision to revert to a design rooted in their history—complete with the iconic 1970s badge—underscores the value of rediscovering and reclaiming that identity.
The previous season saw Leeds experimenting with bold designs, such as the polarizing “fruit salad” shirt, as well as forays into tie-dye, green, and grey. While these efforts were certainly creative, they strayed from the club’s traditional identity. In contrast, the new yellow away kit for the 2024-25 season, modeled after the one worn during Don Revie’s final, title-winning season in 1973-74, is a return to form. The controversial red in the sponsor’s logo on the home shirt has been eliminated, and the pièce de résistance is a modern take on the cult “smiley” badge from that era.
This coming Wednesday, when Leeds take on Middlesbrough in the League Cup’s first round, they will debut the kit in the Championship against West Bromwich Albion. The very mention of West Bromwich stirs memories among older fans of Jeff Astle’s controversial goal at Elland Road in 1971, but the new strip harks back to a happier time when Leeds played some of the most beautiful football under Revie, despite the often harsh criticism his teams endured.
Brand specialists MadeByShape have described the new kit as “bold, simple, impactful, and unlike anything that other clubs are doing right now.” The badge, with its tilted “L” embracing a “U,” is a significant nod to Leeds’ golden era of dominance, a time many fans associate with the club’s peak.
INSTANT HIT: Leeds United’s new away kit has gone down well with supporters.
“Football badges tell rich stories of heritage, change, and continuity,” MadeByShape noted. “These emblems are not just designs; they encapsulate the soul of the club, the passion of its supporters, and the strategic vision of its brand.”
The so-called “smiley” crest first appeared during the 1971-72 season when Leeds United were a formidable force in both domestic and European football. Designed to symbolize unity and positivity, the minimalist badge was a departure from more traditional crests, representing Leeds’ innovative approach to football branding. Over the years, the badge has evolved, reflecting the club’s changing eras and ambitions. From the introduction of the iconic “LUFC” script to the controversial redesign in 2018—which was quickly abandoned following fan backlash—the badge has always been a powerful symbol of the club’s identity.
IDENTITY: A selection of Leeds United badges through the years.
“In the landscape of football badges today, Leeds United’s approach stands out,” said MadeByShape. “The new kit’s badge isn’t just a callback to the glory days; it’s a statement of identity. This crest resonates deeply with fans and captures the essence of what it means to support Leeds—a fierce loyalty and a unique club culture that cherishes its history.”
Leeds United, who wore variations of blue and yellow until Revie famously changed their colors to an all-white kit inspired by Real Madrid in 1960, have only won the title once since 1974. On that April day in 1992, when they secured the championship, they wore an all-yellow kit at Sheffield United—a kit that Sheffield United themselves have revived this season.
90s CLASSIC: Leeds United and Sheffield United.
The importance of heritage in football is further highlighted by the roles proposed for the new Government-backed regulator, which includes safeguarding a club’s colors and badge. History, heritage, and identity are paramount in football, and this sentiment is deeply ingrained in the fabric of Leeds United.
As Leeds United march onto the pitch at The Hawthorns this weekend, they do so under the looming shadow of the Red Bull conglomerate, a symbol of the commercialization that many traditional fans disdain. Yet, by wearing their new yellow kit, adorned with smiles on both their chests and their faces, Leeds United will claim a small but significant victory in the ongoing struggle to maintain their identity in an ever-changing football landscape.
