Aston Villa Football Club announced an innovative new technical kit partnership with Fanatics, a global leader in performance sport garments and premium menswear brand LUKE 1977.
The ground-breaking partnership dispenses with convention and allows the club to provide a better experience for the fans. It also confirms Aston Villa as the first English team to adopt a three-party agreement with a preeminent manufacturer of sporting apparel and a leading UK fashion brand that holds Birmingham at its heart.
The arrangement sees Fanatics extend its successful relationship with the club, by becoming the official kit manufacturer while continuing to deliver its multi-channel retail capability to the club, including management of the Villa Park store.
Fanatics’ internationally recognised manufacturing profile will ensure that the quality of the kit remains best in class and the retail offering Villa provide will continue to exceed the expectations and needs of its fans.
With Fanatics' technical expertise on board, the partnership expands and enhances Villa’s retail offering to its vast, global fanbase. The club’s merchandise will continue to be showcased in the Villa Park store and on-line.
LUKE 1977 is a contemporary menswear fashion label with Birmingham engrained in its DNA. The brand, headed up by Birmingham bred Aston Villa fanatic Luke Roper, will maintain the quality and heritage of a kit that has played such an iconic, significant role in the Creative Director's life. This partnership has allowed Aston Villa to provide fans with a kit that has resonance with its Birmingham roots and ultimately develops its engagement with the local community.