Sponsor: adidas
League: MLS (United States)
Atlanta United has unveiled their third jersey for the 2023 MLS campaign. The new design has been named The 404 Kit and is an ode to the city’s golden era in the nineties when they hosted the 1996 Olympics Games and ruled the hip-hop scene in the United States.
Atlanta United Third Jersey 2023
The new adidas creation features “ATL” and “UTD” in a graffiti-styled font over a black background. The nod to hip-hop culture is unmistakable and pays tribute to the musical scene of the time, led – among others – by OutKast.
And there’s more.
“We are proud to present The 404 Kit as the club’s newest third kit,” Atlanta United President and CEO Garth Lagerwey said. “The 1990s were a transformative time in Atlanta’s history which propelled it from a local southern town to a burgeoning international city. The renaissance of art, music, and culture from this period provided the platform for Atlanta United to thrive as a cultural unifier.”
By the way, the colors used in the lettering are not coincidental.
“The blue symbolizes Atlanta’s expansive sense of possibility,” says the press release. “Green is a nod to the creative energy of the 1990s within the city that pushed boundaries and black represents the city’s historic past and lasting legacy.”
As a sign-off, the Atlanta United 2023 third jersey has a message on the back neck tag that emphasizes the city’s cultural importance in the United States: “Atlanta Influences Everything.”
Why is it called The 404 Kit? The number refers to the quintessential city’s area code.
Atlanta United will don the new shirt for the first time on Saturday, Aug. 26, against Nashville SC.
Where can I buy the Atlanta United 404 Kit?
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Verdict
The 2023 Atlanta United third jersey is far from dull. A compelling narrative underscores its design, and we believe the execution is flawless. However, we understand that hip-hop culture isn’t everyone’s preference.
Grade: 7/10
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