George at Asda teams up with Umbro

Sportswear brand Umbro has teamed up with Asda’s clothing arm George at Asda to sell its accessories, clothing and footwear, as well as exclusively designed collection for the supermarket.

Under the initial three-year deal, Umbro's exclusive collection will be sold in Asda’s supermarkets and via George.com, while 20 of Asda's biggest stores will house dedicated Umbro branded shop-in-shops.

The first drop for the collection will be on May 26, with a second following on June 2.

The move is a continuation of Asda’s ‘project renewal’ a drive to make further cuts in everyday prices as well as accelerate improvements to its biggest branches, and improve its offering in response to customer needs.

George managing director Nick Jones said: “Umbro is the perfect partner for George. Both brands have longstanding heritages built on innovation, but we also share the same values, and are passionate about delivering quality affordable products.”

Michael Scholz, general manager for Umbro UK, added: “The changes to the UK retail landscape are well-documented, especially in the sports industry, so this partnership gives us immediate scale with one of Britain’s most well-loved retailers. The product offering will be tailored to the George consumer – relevant lifestyle and sport product at affordable prices.”

Asda and Umbro are hoping this partnership will capitalise on the “anticipated rise” in sportswear this year for children due to the European Football Championship and the Rio Olympics.

Image: Umbro