EXCLUSIVE: Global Brands Kicks Off Fifa Fashion

Global Brands Group is kicking off the international rollout of the first range of Fifa-branded fashion and accessories at the same time as the Fifa store openings ramp up ahead of the 2010 Fifa World Cup South Africa.

Global Brands Group, the worldwide master licensee for Fifa, has also named master distributors across the world to handle territory launches.

The Fifa Collections debut to retailers at fashion, sports and lifestyle trade shows in the coming months.

Click here to view more images from the collection.

The crossover sports-fashion Fifa Collections comprise five separate ranges for men and women—1904, Editions, Code, Essentials and Trophy. It is expected to be available in more than 100 Fifa Official Stores and Fifa Official Event Stores, plus a network of Fifa-branded shop-in-shops that are expected to open in 12 markets around the world beginning in August.

In addition to the two seasonal collection launches for spring/summer and autumn/winter, Global Brands is also developing an event range for the 2010 Fifa World Cup. The apparel range links with the sporting event—the world's single largest sports tournament—and also reflect the rich history of the African host nation.

The fashion collections have been designed in-house by Global Brands to appeal to mainstream, high-street fashion and lifestyle consumers, as well as to football fans across the world.

"This apparel and accessories collection is the first big product launch for the Fifa brand," says Mark Matheny, chief executive and co-chairman of Global Brands Group. "The process started last May when we brought in the first distributors, then the lines were developed in collaboration with Fifa, and now they are being launched to the trade. We've created a football lifestyle brand and we are now at the important stage of placement with retailers."

Distributor deals have been signed with Cooper Sports in Australia; Amigo Group in India; Young Turks in Turkey; Fireblade in the U.K.; and Total Apparel Group in the U.S. Three further deals are pending and an additional six have been identified.

The first Fifa Official store opened in Singapore's T3 terminal at Changi airport in January last year. The second store, and Global Brands' first in Europe, will open at Paris Orly airport on Sept. 1.

Further standalone stores are planned in London, Tokyo and Los Angeles, as well as in emerging markets including Latin America, China and India.

"The launch of the first Fifa sports lifestyle collection marks an important milestone in our goal to connect with fans around the world," says Thierry Weil, marketing director of Fifa. "There has been huge demand for the launch of this collection due to Fifa's incredible brand exposure as well as the countdown to the 2010 Fifa World Cup. We are confident that Global Brands Group's expertise in the licensing and retail industry will ensure that Fifa merchandise reaches as wide an audience as possible, in every corner of the world."

"Since becoming Fifa's official licensing partner in 2005, Global Brands Group has worked tirelessly to create a range of apparel in keeping with the tradition and global stature of the Fifa brand," says Matheny. "It was also important to ensure that we produced a range of apparel that appealed to a wide range of consumers, including football fans, fashionistas and men and women of all ages."

"Through our master distributor network our goal is to deliver the FIFA brand experience to the broadest group of football fans and consumers worldwide," says Simon Hawkins, senior vice president of global product sales, who leads the Fifa brand within Global Brands. "Our distributors have built up experience in the sports, lifestyle and value sectors, and have an established distribution infrastructure in place to meet the needs of retailers in their region.

"They are effectively an extension of Global Brands Group and will also provide valuable insight into their market and consumers in orders to ensure that we meet their needs."