Sainsbury's launches exclusive NFL sportswear range
The initial online launch includes eight T-shirts for each team playing in sold-out London games this summer. A wider in-store offer will include vintage-effect T-shirts, team hoodies and sweats.
The move marks the first time that officially licensed NFL clothing has been sold by a UK supermarket and the initiative will bolster the existing Sainsbury’s line-up of sports brands which includes Russell Athletic, Admiral and the British Lions and Six Nations rugby kit.
Sainsbury’s commercial director James Brown said: “American football has become hugely popular in the UK, so we’re really excited that our customers can show their support with high quality, official NFL sportswear from Sainsbury’s. We’ve got a great track record on clothing for British sporting events and we’re confident that we’re onto another winner with our NFL licensed sportswear.”
The supermarket is the UK’s sixth biggest clothing retailer by volume and tenth by value. Over the past three years, its Tu clothing sales have grown by more than 20%.
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