Noel Mooney, chief executive of the Football Association of Wales (FAW), has defended the national team’s new kit deal following a backlash from supporters who criticized the design as resembling that of a lower-tier or amateur club. The agreement marks a departure from adidas, which had supplied the Wales kits for the past 13 years, with the FAW now partnering with Sudu, a brand also affiliated with Wolverhampton Wanderers.

The new arrangement, announced this week, represents what Mooney described as “the most valuable kit agreement in our history,” reflecting the development of Welsh football both on and off the field. The deal is set to last for six years, according to remarks Mooney made in June.

Despite the FAW’s positive framing, fans have taken to social media to express their discontent with the new home strip, calling it a “cheap-looking pub kit” among other criticisms. In response to one such comment on the platform X, Mooney replied, “We will have to agree to disagree,” signaling a dismissal of the negative feedback while standing by the decision.

The new kits became available to the public last Friday. Pricing details show that a "pro" version of the adult shirt is set at £90, with the complete matching kit—shorts and socks included—costing £136. Replica shirts for adults are priced at £70, and a full children’s kit with shorts and socks will retail at £89.

Wales is scheduled to debut the new kit in an upcoming UEFA Nations League match against Portugal, featuring Cristiano Ronaldo, on September 24 in Lisbon. The move to Sudu marks a significant shift in the team’s branding as Welsh football continues to seek growth and increased commercial opportunities.