FIFA clothing to hit stores

The move follows a long-term worldwide agreement with Global Brands Group, the international brand management and licensing company, to become FIFA's exclusive worldwide Master Licensee. Global Brands Group is to use a series of high-profile trade shows over the next few months to reveal the first FIFA Collections to the international retail industry.

Five ranges

The FIFA Collections, which will initially comprise five separate ranges of apparel - 1904, Editions, Code, Essentials and Trophy - is expected to be available in more than 100 FIFA Official Stores and in an extensive network of FIFA-branded retail spaces in over 12 markets around the world from August 2009 onwards.

Mark Matheny, CEO and co-chairman of Global Brands Group, said, “Since becoming FIFA's official licensing partner in 2005, Global Brands Group has worked tirelessly to create a range of apparel in keeping with the tradition and global stature of the FIFA brand. It was also important to ensure that we produced a range of apparel that appealed to a wide range of consumers, including football fans, fashionistas and men and women of all ages.”

Two launches

In addition to the two seasonal launches (Autumn/Winter and Spring/Summer), Global Brands Group is also currently developing a dedicated Event range celebrating the 2010 FIFA World Cup. The special official licensed product range is set to reflect not only the excitement of the world's single largest sporting event, but also the rich history of the African host nation. The range - which will be sold exclusively via FIFA Official Stores and FIFA-branded retail environments - will complement the more widely available 2010 FIFA World Cup South Africa licensed event merchandise ranges that will be available in FIFA Official Event Stores, general retail outlets and on site at the event.

Together with a series of leading designers, Global Brands Group has developed each FIFA apparel line to reflect the heritage and dynamism of football in order to connect with both the global community of football fans as well as mainstream, high-street fashion and lifestyle consumers. The collection has been engineered to garner an emotional connection with the consumer through the power and history of the FIFA brand. Key ranges will include apparel for both the male and female markets.

Agreements in five markets

As part of the international roll-out of the FIFA brand, Global Brands Group is in the process of signing exclusive strategic agreements with Master Distributors in each territory. Agreements have already been reached in five markets (US, UK, India, Australia and Turkey), with deals in three further markets pending and an additional six identified. Global Brands Group is also actively seeking Master Distributors in a series of other key territories.

The Master Distributors may also be responsible for the creation of FIFA Official Stores, the first of which opened at Singapore's new T3 terminal at Changi airport in January 2008. Global Brands Group has just announced that the second of these stores, and the company's first in Europe, will open at Paris' Orly airport on 1 September 2009.

Emerging markets developing

Further FIFA Official Stores in London, Tokyo and Los Angeles, as well as in emerging markets such as Latin America, China and India, are already in development.

Simon Hawkins, SVP Global Product Sales of Global Brands Group, said: “Through our Master Distributor network, our goal is to deliver the FIFA brand experience to the broadest group of football fans and consumers worldwide. Our distributors have built up experience in the sports, lifestyle and value sectors, and have an established distribution infrastructure in place to meet the needs of retailers in their region.

“They are effectively an extension of Global Brands Group and will also provide valuable insight into their market and consumers in orders to ensure that we meet their needs''.