10:16 AM

Atlanta United unveils “The 17s’ Kit” as new primary kit, sponsored by American Family Insurance


Bold stripes return in latest jersey dedicated to Founding Members.

The 17s' KitAtlanta United today unveiled its new primary kit, the “The 17s’ Kit.” It is available for purchase online now and fans can secure the new kit in-person at tonight’s American Family Insurance Cup match against Toluca F.C. at Mercedes-Benz Stadium (7:30 p.m., Peachtree TV, Star 94.1 in Atlanta). The 17s’ Kit is dedicated to the club’s supporters, which are known as “17s.” The number 17 symbolizes Atlanta United’s inaugural 2017 season and was reserved for supporters ahead of the club’s maiden campaign, never to be worn by an Atlanta United player.

Lagerwey“We are proud to present ‘The 17s’ Kit,’ which is dedicated to our loyal supporters who have stood by the club from day one,” Atlanta United President and CEO Garth Lagerwey said. “This kit is reminiscent of Atlanta United’s original primary kit, which we know holds a deep meaning with our supporters and still stands as a symbol of the club’s success. Our hope is that The 17s’ Kit is worn during many more unforgettable nights at Mercedes-Benz Stadium and will establish a legacy of its own.”

The 17s’ Kit features Atlanta United’s iconic black and red five stripes mirroring those on the club’s crest. Gold accents frame the sides of the shirt and a single gold band circles the collar, symbolizing the caliber of excellence Atlanta United lives by and the trophies and legacy for which it fights. The jock tag echoes the supporters’ chant of “We are the A,” while “United 17” is displayed behind the neck, celebrating the club’s unity with its supporters.

For the seventh consecutive season, American Family Insurance remains as the centerpiece sponsor for the club’s First Team kits. Piedmont Healthcare, the club’s Official Adult Healthcare Partner, continues as a sleeve sponsor for Atlanta United and the primary kit sponsor for ATL UTD 2.

Azali“American Family Insurance has been a proud partner and primary kit sponsor of Atlanta United since its beginning, as well as supporters of the greater Atlanta community,” said Elicia Azali, American Family Insurance group chief marketing officer. “We’re honored to play a part in the success and legacy of Atlanta United and salute the organization, players and fans who inspire each other to dream big.”

In addition to the club’s team store at Atlantic Station, the kit will be available to purchase in-person at five locations around the metro-Atlanta area as the club announced The 17s’ Kit Tour, presented by American Family Insurance. Starting Feb. 18, fans can visit one of the five locations where they can buy the kit and enjoy music, food and yard games.

Atlanta United opens the MLS Regular Season when it hosts San Jose Earthquakes Feb. 25 at Mercedes-Benz Stadium (7:30 p.m., MLS Season Pass, 92.9 The Game). All Atlanta United matches are available with an MLS Season Pass subscription, located on the Apple TV app. 

Watch this video featuring details of the new kit and a message from American Family Insurance group CEO Bill Westrate:


In honor of Atlanta United’s new kit, American Family is hosting a celebration block party on Saturday,  Feb. 18 at Underground Atlanta. The event will  feature food, music and Atlanta United players. Plus, American Family has commissioned four local artists to create custom Atlanta United murals as part of the celebration.

The 17s' Kit tour:

Feb. 18Underground Atlanta50 Upper Alabama St SW
Atlanta, GA 30303
12-6 p.m.
Feb. 22Hampton & Hudson299 North Highland Ave NE
Atlanta, GA 30307
3-7 p.m.
March 2Plaza Fiesta4166 Buford Hwy NE
Atlanta, GA 30345
3-7 p.m.
March 6American Family Insurance Agency3750 Palladian Village Drive
Marietta, GA 30066
3-7 p.m.
March 8Avalon400 Avalon Blvd
Alpharetta, GA 30009
3-7 p.m.

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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 12th-largest property/casualty insurance group, ranking No. 251 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 Insurance. Across these companies the group has more than 13,000 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-season average (53,002) and total home attendance (901,033). Owned by Arthur M. Blank, 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.

SOURCE: Atlanta United