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Atlanta United unveils “BLVCK” Kit for 2021 season sponsored by American Family Insurance

Club’s pillars embodied in new kit; BLVCK Kit Tour announced

On Friday night, Feb. 26, Atlanta United unveiled its new primary kit, The BLVCK Kit, for the 2021 season at an exclusive Season Ticket Member Drive-In event at the Home Depot Backyard. The event culminated with a laser show projecting the BLVCK kit onto Mercedes-Benz Stadium. American Family Insurance continues as the official kit sponsor of Atlanta United, while Piedmont Healthcare is featured as a sleeve sponsor.

Watch this video with a message from American Family Chair and CEO Jack Salzwedel and President and CEO-Elect Bill Westrate:

“We’re very excited about the ‘BLVCK’ kit as we begin our fifth season in MLS,” Atlanta United Club President Darren Eales said. “This kit is a representation of our commitment to our club’s mission, our tie to our community and to our supporters. We moving into the 2021 season with a renewed energy and focus, and look forward to seeing our players debut the kit on the pitch in April."

Atlanta United play-by-play announcer Kevin Egan hosted an hourlong program featuring Atlanta United president Darren Eales, head coach Gabriel Heinze, as well as star players Josef Martinez and Miles Robinson. A unique live laser show accompanied the event, culminating with the kit being unveiled on stage by the players and club ambassador Jeezy.

The kit is solid black with 5-Stripes in red down the middle of the jersey. The 5-Stripes represent the club’s pillars: Unity. Excellence. Community. Determination. Innovation. The crest remains over the heart with a bold golden “A” in the middle, and a silver star positioned atop the crest signifying the club’s MLS Cup title in 2018.

The jocktag features a “5 & Crown” celebrating the fifth anniversary season for Atlanta United. The crown over the number 5 reminds the world that Kings Reign Here. The fifth element of the kit is the “Unite & Conquer” mantra of the club with “Unite” representing the strength in the diversity and passion that emanates from the city of Atlanta. “Conquer” is the unwavering commitment to deliver world-class soccer to our fans. Piedmont Healthcare, which became the club’s sleeve sponsor in 2020, will have its logo featured on the right sleeve. The American Family Insurance logo is featured as the official kit sponsor across the front.

“We’re proud to be a founding partner with Atlanta United and to celebrate five years with the most dynamic club in Major League Soccer,” said Jack Salzwedel, chair and CEO of American Family Insurance. “It’s always thrilling to see our logo on the kit as it’s unveiled, and both American Family and Atlanta United share the values represented by the five stripes of this year’s BLVCK KIT – Unity, Excellence, Community, Determination, and Innovation. We are united, in more ways than one, and we look forward to another exciting season and continued partnership.”

The Drive-In event also raised over $10,000 for two non-profit organizations. Proceeds from ticket sales went to the Street Dreamz Foundation, the non-profit foundation of rap artist Jeezy, which provides assistance to undeserved communities in the local Atlanta area.

American Family Insurance and the Atlanta United Foundation each matched the dollar amount raised from ticket sales and will be donating their portion to the Piedmont Healthcare Foundation to support ongoing COVID-19 relief and frontline workers.

The BLVCK kit is available for purchase online at and will be available at Atlanta United’s Team Store at Atlantic Station beginning Saturday, Feb. 27. In an effort to take the new kit directly to the fans, Atlanta United is launching “The BLVCK Kit Tour” from Feb. 28 – Mar. 12, providing fans a safe, outdoor alternative to purchase the new kit. See locations and more information on the kit tour here.

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About the American Family Insurance group
Based in Madison, Wisconsin, American Family Insurance has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investment and creative partnerships to address societal challenges. We act on our belief in diversity and inclusion by constantly evolving to meet customer needs and preferences. American Family Insurance group is the nation’s 13th-largest property/casualty insurance group, ranking No. 254 on the Fortune 500 list. The group sells American Family-brand products, primarily through exclusive agency owners in 19 states. The American Family Insurance group also includes CONNECT, powered by American Family Insurance, The General, Homesite and Main Street America. Across these companies the group has more than 13,500 employees nationwide.

About Atlanta United
Atlanta United joined Major League Soccer in 2017 and won the 2018 MLS Cup in just its second season, the earliest an expansion team has won the title since 1998. The club has set multiple league records including season tickets sales (36,000-plus), single-game attendance (72,548), single-season average (53,002) and total home attendance (901,033). Owned by Arthur M. Blank, and led by club President Darren Eales, Atlanta United plays its home matches at Mercedes-Benz Stadium. For more information about Atlanta United, including how to purchase season tickets, visit:, and follow @ATLUTD.