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Sainsbury’s expands exclusive Admiral partnership

New performance wear line grows collection with heritage sportswear brand.

Sainsbury’s has upped its commitment to the heritage sportswear brand Admiral, with the launch of a capsule range of performance wear, exclusive to the retailer.

This builds on the launch last year of the Admiral Gold and Retro collections in Sainsbury’s.

The new performance range comprises 18 pieces of active wear, which will be stocked through until Christmas.

Picking up on the trend for innovative performance, the range consists of quick dry, antibacterial and shower resistant fabrics and finishes. The products are priced from £12-£25.

Head of menswear buying at Sainsbury’s, Seth Harrington, commented: “The success of Admiral’s relaunch last year paved the way for the brand’s development into sportswear.

“With the rise in ath-leisure culture, we saw 2016 as the perfect time to create and launch the Admiral Performance range.”

In addition, there are new Gold and Retro branded Admiral ranges for autumn/winter 2016 which take inspiration from classic British casual wear, including a Harrington jacket, check shirts and premium mod parka.

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