(WFI) Manchester United said today its kit launch with Adidas, part of a deal worth £75m ($118m) a year, is already the most successful in the club’s history.
The 10-year contract was signed last year but United weren’t able to release their new kit until August 1 when their deal with Nike finished.
United boasted record-breaking first day and first week sales figures in club channels – in the Megastore at Old Trafford and online store. They delivered “over a month’s worth of forecasted sales within the first five days”.
The club said many Adidas global retail partners have reported a 200% increase in day one sales compared to last year’s kit launch, “experiencing phenomenal demand across the globe” and declaring the kit as the biggest ever seller.
Adidas said it had experienced strong demand in its own retail stores and online shop. The Manchester adidas store in the centre of the city racked up a weeks’ worth of business on launch day, based on year-on-year sales.
A global campaign via social media platforms spurred fan engagement and contributed to the spike in global sales, the club said.
United managing director Richard Arnold said partnering with Adidas in the record-breaking £750 million agreement had high expectations, “quality innovative kit, superb marketing, world beating distribution, a deep understanding of our history and our fans”.
“Adidas have not broken those expectations, they have smashed them,” he said in a statement.
“The kit has resonated with our fans, both with its nod to our history and the quality of its construction. We already have further exciting and iconic developments ahead and like our fans, I am excited about the next decade, on and off the pitch.”
The club launches its third kit in late August.
By INSIDER editor Mark Bisson
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