Born in Leicester | Admiral Sports AW25 Collection
This season, we return to our roots to present our Autumn/Winter 2025 collection, Born in Leicester. More than just a collection, it’s a celebration of 111 years of heritage, inspired by the city where it all began back in 1914.
From our earliest days in Leicester, Admiral has stood for quality, innovation, and timeless design. For AW25, we’ve reimagined sporting classics, t-shirts, track jackets, polos, and outerwear, blending modern silhouettes with the archival details that made Admiral iconic. Vintage logos have been revived from the archives, while heavyweight fabrics and durable staples are built for the demands of the British autumn.
To honour our story, we brought the campaign home to Leicester. Fronting Born in Leicester is Kamakaze – rapper, lyricist, and footballer – whose own journey mirrors ours. A son of the city, he grew up on the pitches of Victoria Park and came through the Leicester City youth academy before pursuing music while continuing his football career. His dual identity – both athlete and artist – embodies the intersection of sport and culture that has defined Admiral for over a century.
Shot across meaningful locations in Leicester, including Victoria Park and a local record store in the city centre, the campaign reflects not just our past but the vibrant culture, music, and creativity that keep inspiring us today.
Since kitting out the Royal Navy in 1914, to creating pioneering football kits for some of the world’s most legendary teams, Admiral has always stood at the heart of British sport. With Born in Leicester, we pay tribute to the city and community that shaped us – and to the generations who continue to wear our story with pride.
“Leicester is where it all started for Admiral 111 years ago. Shooting the campaign in Leicester with Kamakaze felt like the perfect way to celebrate both our heritage and the city that shaped us.” — Theo Hamburger, Head of Sales and Marketing, Admiral Sports
Admiral. Born in Leicester, 1914.
—
Explore the collection: admiralsports.com
Follow us on Instagram: @admiral_official
