The deal between the two British companies sees ProDirect take on an exclusive license with Admiral for Teamwear in the UK & Ireland.
The first collection launched in September 2022 and includes Kit, Training wear and Casuals. The range also features the Lion shirt design, which is based on the iconic England 1982 shirt that Admiral produced. With an initial focus on the football and cricket markets, there is opportunity to also grow into other sports in the future.
Jonathan Hamburger, MD of Admiral Sportswear said “This is a fantastic opportunity for Admiral to team up with a sporting giant like ProDirect. Their ability to make product look amazing across digital platforms has been key to their success and we are looking forward to seeing them add some of this magic to the Admiral brand.”
Admiral is the oldest British sportswear brand having started out life in Leicester in 1914. Admiral has adorned the chest of some of the most iconic sporting moments from World Cups, Tour De France to the Ashes. The brand is synonymous with sport having created the replica football kit market in the early 1970s.
Adam Parker, Category Leader Clubhouse and Partnerships, said “We are delighted to announce this exclusive licence with Admiral. At ProDirect we have a mission to serve sport through specialty, choice, quality of service and an expertise at every level of your chosen sport.
Whether it’s with working with the PFA, the ESFA or all our brand partners, all efforts are focused on bringing excellence to the player, the team and the surrounding community.
We believe by adding the Admiral brand into the ProDirect family we can serve Clubs, both big and small, with quality product fashioned from an historic lineage that will see Admiral once again back at the heart of Sport.
ProDirect Clubhouse now supplies 1000’s of clubs throughout the game and, with the addition of Admiral we further extend our brand portfolio mix.
Having the Admiral licence will also ensure we can now collaborate with clubs that seek bespoke design as well as offering an extended range of merchandise to drive clubs’ revenues”