SUNDERLAND legends Jimmy Mongomery, Bobby Kerr and Dick Malone helped relaunch the Black Cats’ flagship store.
The club combined the opening of the refurbished outlet at the Stadium of Light with the official unveiling of its latest away strip and training kit.
The move follows SAFC’s collaboration with retail giant Kitbag.
Chris Bailes, Kitbag’s head of retail, said: “The new flagship store is a fantastic enterprise which will help Sunderland fans to get even more involved in their club.
“The concept store is unique, modern and will make for a fantastic shopping experience, with new and exclusive SAFC and adidas merchandise available.
“The launch was an extremely exciting event and a chance for us to reward some of Sunderland’s most loyal fans.”