Goodbye King Peach, hello, well, just King.
Atlanta United revealed its new away kit, officially named the King’s Kit, on Wednesday evening. While previous years’ kit announcements have involved splashy local reveal parties—last year’s event at Mercedes-Benz Stadium even included a live taping of the popular Men in Blazers podcast—this year, MLS opted to do a league-wide kit reveal in New York City as part of their 25th Season Celebration. But as “All Gold Everything” rapper Trinidad James walked the new kit down the runway in NYC, season ticker holders in Atlanta were treated to a smaller launch party at downtown’s Terminus 330 that literally featured all gold everything.
Gold soccer balls. The Golden Spike. Gilded frames proudly holding the new kits. A DJ spinning gold ATLUTD-branded turntables. Even the fake potted plants scattered about were spray-painted gold. Fans could pose in different photo opp stations, including a plush red velvet throne surrounded by replicas of the team’s trophies, gold jewelry, crowns, and albums from Outkast and T.I. Golden drapery lead to a mirrored room, where one could try to take the perfect selfie on a golden sofa.
As for the kits themselves, they’re simple—solid white fabric alternates with a subtle white chevron pattern in the same design as the original Five Stripes home kit—but it’s the shimmering metallic gold shoulder stripes, patches, and sponsor logo that give the kit its flair. Like the current Star and Stripes home kit, it features a golden spike logo on the back of the neck and the gold Unite and Conquer coin, as well as a small silver star. It also sports the new Piedmont Healthcare sleeve sponsor logo, which was announced earlier this week. The 90s-esque Adidas EQT stripes on the right shoulder are mirrored across the new MLS kits this year, a nod to the 25th Season. The authentic kit also has a new royal price tag of $139.99. (The 2020 Star and Stripes kit, with new sleeve sponsor and small silver star, retails for the same price. The replicas for both kit run for $89.99.)
The gold motif is a nod to the 1830s gold rush in Dahlonega, says Skate Noftsinger, Atlanta United’s senior director of marketing and fan engagement. But it’s also representative of the next chapter of the team’s story.
“King Peach is a symbol. The Five Stripes kit is a symbol. They’re symbols of an era and a point in time,” Noftsinger says. “The [team’s] nickname has become “the Kings of the South,” but we strive for even more. We’re here, we’ve arrived, but now we’re ready to conquer more. We want the people in Atlanta to have that swagger and to be unapologetic about the city in which you live. That jersey is a symbol of how proud you are of the city and what it stands for.”
Even if Atlanta United are no longer the kings of the MLS after last year’s Eastern Finals loss ended their MLS Cup run, they are still certainly kings in Atlanta, and if any fanbase can pull off the royal motif, it’s the dedicated 17s. But there was one golden-haired member missing from Wednesday night’s party and the NYC runway show—Spike, the team’s brand new, 12-week-old service dog in training. (Including a dog in the festivities is not a far-fetched thought; Minnesota FC walked Bullseye, their sponsor Target’s mascot dog, down the runway in New York.) But rest assured, Noftsinger says that Spike will get his very own King’s Kit as well.
The kit is on sale now online and at the team stores, but if you’d like to check out the golden photo opps from the reveal party, the experience will be open today from 2 to 10 p.m. at Terminus 330. Admission is free.