“Born in Leicester” Admiral Sports Unveils AW25 Collection

Admiral Sports, Britain’s oldest sportswear brand, proudly announces the launch of its Autumn/Winter 2025 collection: Born in Leicester, which draws on over a century of heritage, celebrating 111 years since the brand’s beginnings in 1914.

Rooted in Admiral’s historic connection to Leicester, the city where it all began, the collection reimagines sporting classics for today — featuring t-shirts, track jackets, polos, and outerwear — blending modern style with archival influence. Vintage logos from the Admiral archives are reintroduced, while iconic staples and heavyweight pieces are designed to withstand the demands of the British autumn.

To honour its roots, Admiral returned to Leicester to shoot the campaign in the city where it all began. The collection is fronted by Leicester-born rapper Kamakaze (aka Matt Robinson), whose deep ties to the city mirror Admiral’s own connection to its birthplace. Kamakaze is not only a celebrated musician but also a footballer, having come through the Leicester City youth academy and continuing his career at professional and semi-professional level.

The shoot focused on Victoria Park, where Kamakaze spent his youth playing football, and a record store in Leicester’s city centre — two locations that capture the city’s lasting influence on his journey. These settings nod to his roots and passion for football, while also reflecting the local culture and music that continue to shape his artistry.

His dual identity reflects the unique intersection of sport and culture, capturing the same energy, creativity, and local pride that has defined Admiral for over a century.

Since 1914, Admiral has been synonymous with quality, innovation, and timeless sportswear. From kitting out the Royal Navy to designing pioneering football kits for some of the world’s greatest teams, the brand’s story is woven into the fabric of British sport. The Born in Leicester collection pays homage to this unrivalled history and to the Midlands, where it all began.

“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, Sales and Marketing Manager, Admiral Sports