The Birth of the Modern Replica Kit: How Leeds United and Admiral Changed Football Forever
In the early 1970s, Leeds United, then one of the most dominant teams in English football under the management of Don Revie, handled their matchday kits in a surprisingly modest fashion. On game days, the players would don plain white shirts bought from James Frew Sports Outfitters, a small shop tucked away at Harehills Corner in Leeds. The store was run by a former United left-back, who took personal responsibility for adorning each shirt with a stitched owl crest — a symbol of the city of Leeds. From 1971 onwards, a new detail was added: the initials "LUFC" embroidered on the left chest, but only for those willing to pay a little extra. At the time, there was no standardised kit supplier, and clubs had yet to tap into the commercial potential of branded merchandise.
All of that changed in 1973 — not through a carefully orchestrated business strategy, but due to a chance encounter that would alter the course of football fashion and commerce forever.
Bert Patrick, then the owner of Admiral Sportswear, had been working tirelessly to get his brand's range of tracksuits and leisurewear featured in Kay’s Catalogue — a major national mail-order outlet. After a fruitless early morning pitch at Kay’s headquarters in Holbeck, Patrick and his colleagues found themselves seeking breakfast solace at Sheila’s Café, a humble eatery across from Elland Road stadium. As they tucked into their meals, the Leeds United first-team squad arrived for training at Fullerton Park, climbing the concrete steps from the car park beside the West Stand — a routine sight in those days when fans and the public could still wander freely near the training pitch.
Seizing the moment, Patrick made his way over and struck up a conversation with Don Revie. Despite being known as a meticulous and often guarded manager, Revie was surprisingly receptive. Patrick pitched an audacious idea: what if Admiral designed Leeds United’s kits — not just for the team to wear, but also for the public to buy? In return, Admiral would pay the club, flipping the traditional relationship between supplier and team. At a time when manufacturers typically sold kits to clubs, the idea of a supplier paying for the privilege was revolutionary.
Revie, ever pragmatic and ahead of his time, agreed in principle — with one condition. The home kit, with its pristine all-white ensemble inspired by Real Madrid, was sacrosanct and not up for discussion. But the away strip and training gear? Those were open to reinvention. A handshake sealed what would become one of the most influential deals in football history.
Admiral immediately set to work, with the goal of launching the new away kit by Christmas. The result was a bold and modern design: a vivid yellow shirt with striking blue and white taping down the sleeves — a stylistic innovation never before seen on a football kit. The Admiral logo sat prominently on the chest, alongside Leeds United’s iconic “smiley” crest — a badge introduced by Revie as part of his wider effort to foster a family-friendly, nationally adored image for the club.
But perhaps the most groundbreaking element of all was Admiral’s plan to sell replica versions of the kit to the public. For the first time, fans — especially children — could walk into a shop and buy the exact same shirt worn by their heroes on the pitch.
As fate would have it, Leeds United were enjoying a record-breaking season. By Christmas 1973, they had gone 21 games unbeaten and were cruising at the top of Division One. The timing couldn’t have been better. The vibrant yellow kit became a symbol of their dominance, and the demand among young fans skyrocketed. Across the country, from West Yorkshire to the South Coast, kids clamoured for their own Admiral Leeds shirt — not just to support the team, but to emulate them.
This simple act — producing and selling replica football shirts — ignited a seismic shift in football culture. What began with Leeds and Admiral soon spread across the sport. Other clubs took notice. The commercial potential of replica kits was suddenly undeniable. What followed was the birth of an entire industry that now generates billions of pounds annually.
That chance meeting at a café near Elland Road didn’t just change the look of Leeds United — it changed the business of football itself. From embroidered initials at a local shop to global merchandising empires, the story of the modern football kit begins here.
The full story of this legendary design is detailed the '50 Years of the Replica Shirt' book
Leeds United Collection
