Roger Hampel
SUDU, an innovative sportswear brand under Levy Merchandising, has announced a significant partnership with Wolverhampton Wanderers Football Club, set to redefine the traditional sports kit supply model. Starting from the 2024/25 season, SUDU will be the official technical kit partner for Wolves, responsible for designing and manufacturing kits for the men’s, women’s, and academy teams.
Breaking the Mold in Sports Apparel
The current sports apparel industry often fails to serve teams and fans adequately, with inflated marketing costs and a disjointed supply chain that diminishes returns for clubs and value for fans. SUDU aims to address these issues head-on by integrating manufacturing, retail, and branding under one roof. This approach not only enhances commercial returns for sports teams but also ensures better quality products at more affordable prices for fans.
A New Era for Wolverhampton Wanderers SUDU Wolverhampton Wanderers
For Wolves, this partnership means lower costs without compromising on quality, allowing more funds to be reinvested into the club. Fans will also benefit from significantly reduced retail prices. For instance, while Premier League jerseys have historically been priced around £125, Wolves’ pro jerseys will now be sold for £80, and replica jerseys will drop from £80 to £58.
Joe Poole, Head of Partnerships at Levy Merchandising, highlighted the ambition behind this move: "Unless you’re part of the Premier League 'Big Six', the current team and brand model is broken. It’s self-serving for brands rather than being a true partnership. We are here to change that."
Fan and Player Involvement in Design
A key aspect of the SUDU initiative is its collaborative approach to kit design. The new Wolves kits have been developed with direct input from the players and the club’s passionate fan base, ensuring that each piece resonates with the club's heritage and meets performance standards on the pitch. Club captain Max Kilman expressed his enthusiasm about the players’ involvement in the design process, noting the positive impact of having their feedback on fabrics and design integrated into the final products.
Expanding Horizons
The partnership also positions Wolves to enhance their global reach, with the new pricing model making it easier to distribute kits at affordable prices both in the U.K and internationally. Russell Jones, General Manager of marketing and commercial growth at Wolves, praised the fresh approach: "This innovative model allows us to create attractive price points and ensure that Wolves products are available, at affordable prices for fans, in stores all over the world."
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