FIFA fashion range set to hit the stores

The global roll-out of the first official range of FIFA branded clothing and merchandise is set to begin later this year ahead of the 2010 FIFA World Cup South Africa^TM.

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.

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.

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^TM. 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 – is due for launch in Summer 2009 and will complement the more widely available 2010 FIFA World Cup South Africa^TM licensed event merchandise ranges that will be available in FIFA Official Event Strores®, general retail outlets and onsite at the event.

Together with a series of leading designers, Global Brands Group, has carefully 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.

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 companies first in Europe, will open at Paris’ Orly airport on 1st September 2009.

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. Official FIFA Stores® will act as a primary destination for fans, offering them a unique football inspired shopping experience in addition to exclusive collections.

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.”

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”.

Thierry Weil, Marketing Director of FIFA, said:
“The launch of the first FIFA sports lifestyle collection marks an important milestone in our goal to connect with fans around the world. There has been huge demand for the launch of this collection due to FIFA’s incredible brand exposure as well as the countdown to the 2010 FIFA World Cup^TM. Global Brands Group has therefore developed five ranges of apparel that fully incorporate the heritage and dynamism of FIFA.

“We are confident that Global Brands Group’s expertise in the licensing and retail industry will ensure that FIFA merchandise reaches as wide an audience as possible, in every corner of the world”.

Photographs of the clothing line