Villa Strike Kit Deal With Fanatics & LUKE 1977
By Shantanu Srivastav | April 23, 2018
Aston Villa has announced an innovative new technical kit partnership with global sports clothing manufacturer Fanatics and premium menswear brand LUKE 1977.
The ground-breaking deal confirms the EFL Championship side as the first English football team to adopt a three-party agreement with a sporting manufacturer and a UK fashion brand.
The club already has an agreement in place with Fanatics who currently manage the Villa Park Store.
The three-way partnership will begin at the start of the 2018/19 season. US sportswear brand Under Armour exits as Villa’s kit partner at the end of the current campaign.
As both retail partner and kit manufacturer, Fanatics will operate a full vertical-manufacturing model, meaning the new kit, bearing the LUKE 1977 brand logo, will be managed by a single company from production to point-of-sale.
Commenting on the announcement, Aston Villa’s Chief Commercial Officer, Luke Organ said: “Aston Villa Football Club is proud to pioneer an exciting new tripartite technical kit partnership. Traditional routes often leave the club lacking an element of creative input, we wanted to take back control of the look and feel of the strip for our fans. We believe this partnership will further allow us to engage with the fans to a much greater extent than previously experienced with manufacturing partners.”
Fanatics International Managing Director, Ed Boardman said: “As an existing partner, we recognise the passionate fan base that Villa has and we’re delighted to add our manufacturing expertise to this new and exciting partnership.”
LUKE 1977’s Creative Director, Luke Roper added: “As part of the pride and a lifelong Villa supporter, it is a huge honour to be asked to bring my 20 years of design experience to the creation of the new kits.”