Former footballer partners with retailer for launch of new FIVE collection.
Former England and Manchester United footballer turned pundit Rio Ferdinand has teamed up with Sports Direct to launch a new clothing collection.
Called FIVE – the number Rio wore on his shirt during his playing career – the range is available exclusively at the retailer.
It includes hoodies, tees, sweat pants and snapbacks in a variety of designs, reports SportsIndustry.biz.
A brand film, in which Rio collaborates with social poet Suli Breaks, accompanies the launch and will be played in-store and online. It features rising young sports stars including British boxing champion Charlie Edwards and Team GB men’s 400m hurdler Jamal Rhoden-Stevens among others.
Rio commented: “The collaboration and the partnership with Sports Direct is so important. They have an absolute finger on the pulse of the current sports, football to street market. And that’s where I think this brand will sit because I think it’s an important area.”
Sports Direct’s head of influencer marketing, Barney Jones, added: “Collaborating with Rio on his exclusive, new collection was a privilege. Rio is an inspirational figure who leads by example. His commitment to investing in youth projects is helping to offer opportunities to our next generation of game changers.”
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