Sporting Goods

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Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.

Ahead of the 2020-21 season, CA Osasuna and kit supplier adidas rolled out an integrated online campaign promoting a trio of new centennial kits focusing on the local region, its land and symbols.

Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.

At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.

New Balance and Athletic Bilbao sought to drive pre-orders of the 2020-21 home kit with a campaign solidifying the connection between the team, the kit and the fans.

Umbrella manufacturer Weatherman has been named the official umbrella provider for Team USA and Team Europe at this year's Solheim Cup

Chinese sportswear company Li-Ning has broadened its portfolio by agreeing a partnership with Malaysia’s SepakTakraw League (STL).

Danish sportswear company Hummel has expanded its presence in rugby league by agreeing a four-year deal to become the new kit partner of reigning Super League champion Wigan Warriors

Menswear brand LUKE has agreed a new partnership with Edgbaston Stadium, home of Warwickshire County Cricket Club

Features

October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.

With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.

Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.

In September 2019, Nike created a campaign to drive jersey sales for the first shirt designed specifically for the women’s team by empowering Seville’s female footballers.

In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.

Fortuna Düsseldorf and kit supplier Uhlsport launched the team’s 2018-19 season away journey with an augmented reality mobile experience set during the city’s annual fireworks display.

To promote its new kits for Argentinian clubs Rosario and Estudiantes in 2019, Under Armour struck a deal with Superliga broadcaster TNT for one match each to be shown free-to-air.

Bike manufacturer Specialized announced its official partnership with Bundesliga club RB Leipzig in August 2020 with an integrated campaign that spanned online video, player and product image assets, social content, PR and in-stadium branding.

Through July 2020, Umbro rolled out ‘Rhombus for Life’, its launch campaign for the 2020-21 season Werder Bremen third kit, which revolved around the team’s famous rhombus/diamond logo.

Nike and the Minnesota Timberwolves set new records for NBA social, web traffic, jersey sales and engagement statistics with the 2018-19 reveal campaign for the team’s Prince-inspired Nike ‘City Threads’ kit.

Asics launched the Wallabies jersey for the 2019 Rugby World Cup in late May last year and followed up with a year-long campaign led by cinematic content.

To leverage its endorsement of Kawhi Leonard during the Toronta Raptor’s journey to the 2019 NBA Finals, league footwear sponsor New Balance ran a digital outdoor campaign in Toronto and San

October 2019 saw Under Armour release a brand-building film showcasing the struggles and triumphs of the Indian Women’s National Ice Hockey Team.

Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.

New Balance launched the 2018-19 Proteas kit with a multifaceted, seven-month campaign called ‘Worn as One’.

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.

Hummel’s pre-2018 Fifa World Cup kit launch with the Danish Football Association (DBU) put the players in shirts belonging to fans.

China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.

Carlos Cantó, chief executive of boutique consultancy SPSG Consulting, has warned that clubs risk losing out on sponsorship revenue because their players have become competitors in content generation.