Limited edition Euro 2016-inspired menswear range launches into 300 stores.
Almost a year into its exclusive three-year agreement with Admiral, Sainsbury’s has added a limited edition ‘Euros’ inspired menswear collection.
Targeting a resurgence in the menswear market for retro sportswear, the collection has launched in 300 stores, ahead of the start of the UEFA Euro 2016 championships.
Seth Harrington, buying manager for menswear at Sainsbury’s, explained: “We have called on Admiral’s heritage and its historical relationship with the England national team kits to offer replica retro t-shirts and training tops as worn by key sporting figures in the 1970’s & 80’s.”
Inspired by the original design of 1982, v-neck tops capture the spirit and heritage of an iconic England kit; the Wales trophy neck top in classic colours is a re-invention of the original 1970’s design and the track jackets evoke classic England styles – the white track top inspired by the 1974 strip and the blue bomber from the 1975 kit.
Sainsbury’s has also signed a deal with Admiral for ‘Athletic’ to complement the Gold and Retro menswear collections launched last year.
“With the menswear market worth in the region of £10bn, of which 40% is estimated to be brands and sportswear, the Admiral Athletic signing is an obvious choice to support Sainsbury’s expanding product ranges,” said Seth.
The Athletic range is a collection of 18 pieces of true performance active wear, launching in 60 stores in July in the run up to the Olympics.
This will be in addition to the re-launched Admiral Gold and Retro collections in May into 170 stores, including new colours of the iconic tipped polo shirt, gingham shirt and ringer t-shirt.
