Admiral back in British ownership

Classic sports brand Admiral is now back in British ownership. The new owners are Admiral Sportswear Limited, who want to re-energising the sporting icon across Europe, the Middle East and North Africa. Originally established in Leicester

as Cook & Hurst Limited, the Admiral business was incorporated in 1914, when the company designed and manufactured underwear for the Armed Forces. The brand has been worn by many famous sporting teams including Manchester United, Leeds United and Tottenham Hotspur. Admiral was the first sports brand logo to appear on the England national football team kit.

With the recent resurgence of heritage sportswear brands in the sports and fashion markets, there are plans to develop the Admiral brand with football performance for the sports retail sector, and lifestyle fashion developments for the menswear sector. This includes the introduction of three product collections for Admiral; Football Performance for the pro and amateur markets, new fashion and lifestyle concept Admiral ‘Gold’, including 70s and 80s retro inspired ‘back catalogue’ Admiral products.

Managing Director Jonathan Hamburger will head up the new Admiral Sportswear Limited business and sees the appointment of former Umbro, JD Fashion and West Bromwich Albion executive Tim Gardiner, as Sales & Marketing Director.

Admiral Sportswear Limited is now in discussion with a number of potential licensees throughout Europe and retail partners in the UK.

Image: Admiral heritage