London-based period underwear brand Snuggs is partnering with Manchester City Women’s football club to launch a co-branded collection of high-performance period pants. The collaboration marks the first of its kind globally between a professional women’s football team and a period underwear brand and will see the brand offering three premium...
18 Mar 2025
German sports company Puma has strengthened its ties with football after becoming the official partner of the Premier League in England, the most-watched football league globally. In a statement, Puma said the move was part of its strategy to “elevate the brand and strengthen its sports performance credibility,” and would see Puma becoming the...
17 Mar 2025
German sporting goods manufacturer Adidas will be the new jersey partner of the British football club Liverpool FC. On Monday, the Herzogenaurach-based company and the current leader of the English Premier League announced a multi-year agreement. Adidas will replace the US company Nike as the outfitter of the club for the coming 2025/26 season....
11 Mar 2025
Copenhagen fashion brand Rotate has joined forces with Danish sport and lifestyle brand Hummel to design a new kit for the Danish national women’s football team. The new kit features a retro-style football jersey and short combination, envisioned in a vibrant red, white and black chevron pattern, paying homage to the traditional red and white...
6 Mar 2025
Manchester City is believed to have reached a settlement agreement with British label Superdry, which had claimed the football club’s sponsorship deal with Japanese beer brand Asahi Super ‘Dry’ infringed on trademark rights. The case will therefore no longer go to London’s High Court, where it was due for trial on Tuesday. This is according to...
16 Jan 2025
Hummel aims to move out of the red. The Danish sportswear company – originally from Germany – has adjusted its structure to go on the offensive. While the group isn't a major player like Adidas, Nike and the like, it still plays in a higher league than local team sports specialists, explains CEO Lars Stentebjerg. That's why Hummel also wants to...
2 Jan 2025
Sports company Puma has teamed up with Manchester City football team to launch an innovative AI kit design platform, giving fans the chance to design the club’s official Third kit for the 2026/27 season. The new Puma AI creator tool, powered by co-creation platform DeepObjects, allows fans to design their dream Manchester City kits using text...
10 Dec 2024
French football team Olympique de Marseille has announced a partnership with British fashion designer Paul Smith to dress the team for the 2024/2025 and 2025/2026 seasons. Paul Smith, which already has affiliations with Premier League football teams Manchester United and Arsenal, will dress Olympique de Marseille players, management and all team...
4 Dec 2024
German sportswear company Puma has announced a long-term agreement with the Portuguese Football Federation (FPF), with the first new products and its creative direction for the partnership to be released in early 2025. In a statement, Puma said that starting next year, it would equip all male, female, and youth football teams as well as the...
28 Nov 2024
FC Barcelona announced on Saturday that it had reached a new agreement with American equipment supplier Nike, a partnership that could reach 1.7 billion euros by 2038 according to the Spanish press. Nike has manufactured the Catalan club's jersey and other kits since 1998, and the previous agreement was due to expire in 2028. "Barcelona and...
12 Nov 2024
Footballing superstar Leo Messi has unveiled his debut fragrance, Messi Eau de Parfum, which will distributed by beauty industry leader Sheralven in the US exclusively in JCPenney. Developed with globally sourced ingredients, the scent features top notes of cardamom and wild cypress, contrasted by warm notes of leather and cedarwood with hints...
10 Oct 2024
British football club Arsenal has unveiled a limited-edition collection with London-based streetwear label Aries. The 26-piece collection blends Arsenal’s north London heritage with Aries’ luxe-streetwear aesthetic, featuring jersey tracksuits, graphic T-shirts, football shirts, and nylon and jacquard denim sets. Classic Aries silhouettes have...
4 Oct 2024