London ¨C Sportswear brands like Adidas and Puma are seeking to take advantage of a flirtation with soccer by the fashion world to reach a new customer base, building in part on demand created by this summer¡¯s successful Women¡¯s World Cup.
With celebrities like Kim Kardashian seen attending matches and wearing soccer jerseys, clubs too spy new merchandising opportunities. One Premiership team has hired a creative director to expand its apparel offering, while Adidas in September launched an ¡°exclusively off-pitch¡± apparel collection for some of the big-name teams it sponsors.
¡°The love-in between football and fashion is only just beginning,¡± said Richard Busby, CEO of sponsorship consultancy BDS Sponsorship.
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