First official FIFA store to showcase 2010

"As FIFA's first permanent retail location, the FIFA Official Store represents an important milestone toward further connecting fans around the world to FIFA's rich heritage dating back to 1904 as well as the excitement and anticipation of future events, including South Africa 2010," said Gary Schoenfeld, president and co-chief executive officer of Global Brands Group on FIFA's official website.

This means that for the first time, FIFA merchandise will be available to fans all year round and not just in host countries during FIFA events.

In addition, a web-based store will open on the official website, FIFA.com, in the autumn of 2008. FIFA products are also sold at various Official FIFA World Cup Stores across South Africa, the host country of the 2010 FIFA World Cup.

After Singapore, further FIFA Official Stores are due to open in London, Tokyo and Los Angeles, as well as in important emerging markets such as Latin America, China and India. FIFA's exclusive licensing representative until 2014, Global Brands Group, will operate the stores.

"FIFA and its various World Cup events will become part and parcel of people's everyday lives in the official store, which is only the first of many more to follow," said FIFA Executive Committee member and AFC President Mohamed bin Hammam at the store's opening.

The football governing body on its website said the pioneering concept creates a memorable experience for fans of both football and fashion by offering a unique range of official merchandise inspired by the past, present and future of the game.

Designers have created five unique clothing lines for the FIFA Official Store, reflecting the heritage and dynamism of football.

From vintage-style jerseys that honour FIFA World Cups of the past to casual wear and high-end apparel, each item bears the "Official Licensed Product" logo as a seal of quality.

The lines - Code, Trophy, Editions, Events and Sports Graphics - will be targeted at male and female consumers of all ages and will appeal to football fans and trendsetters alike.

Article published courtesy of BuaNews