Manchester United FC is to launch a range of high street clothing under a variety of separate brand names to target the fashion market for the first time.
There is a casual-wear range called “1902” – the year Man United was formed. Other brands being considered include “4 Life”, which reflects “the diehard support” of its fans. There will also be a “retro” range that will tap into the trend for Seventies clothing.
The brands will be available in Tesco from next week. A national roll-out in other supermarkets and high street sports shops is planned in the new year. The range has been created and marketed by marketing services company SP Active.
The brands will be backed by a &£1m advertising campaign that will feature the team’s players. The campaign will primarily use in-store support and outdoor and print advertising.
The launch marks the first time the club has tried to break into the high street with a brand outside its core Man United identity. The clothes will not explicitly carry the Man United logo, although MUFC will be present on the clothes.
One source says: “Man United aims to create a brand that is overt fashion but covert football. You can wear it in pubs or on the high street.”