Umbro has teamed up with Asda’s clothing arm George and will create a range of clothing, footwear and accessories exclusively for the supermarket.
Under the three-year deal, the collection will be sold in stores and via George.com. Twenty of Asda’s biggest stores will have dedicated Umbro branded shop-in-shops. The first drop will be on May 26, with a second on June 2.
The move is part of Asda’s Project Renewal, which aims to sharpen the supermarket’s offer in response to customer needs.
George managing director Nick Jones said: “Umbro is the perfect partner for George. Both brands have longstanding heritages built on innovation, but we also share the same values, and are passionate about delivering quality affordable products.”
Michael Scholz, general manager for Umbro UK, added: “The changes to the UK retail landscape are well-documented, especially in the sports industry, so this partnership gives us immediate scale with one of Britain’s most well-loved retailers.
”The product offering will be tailored to the George consumer – relevant lifestyle and sport product at affordable prices.”
In January Sports Direct acquired an indirect economic interest of 9% or 4.3 million shares in Umbro’s parent company Iconix Brand Group.