The EFL League One team, Birmingham City FC have developed a partnership extension with the global sportswear brand, UNDEFEATED.
As part of the deal, the brand will remain the unit’s principal club partner for another three years.
The team welcomes UNDEFEATED as its first major partner following Knighthead Capital Management LLC, as Shelby Companies Ltd’s sponsor, took over all club operations in July 2023.
The accomplishments of the collaboration, as well as the continued favourable reaction of supporters and customers throughout the world, made this move inevitable.
In this deal, the renowned UNDEFEATED five-strike emblem will continue to appear on the men’s and women’s teams’ home, away, and third kits.
In their first year together, Birmingham City and UNDEFEATED worked together on capsule collections, producing intriguing and distinctive lifestyle items. Moreover, the two groups are united by this merging of street culture and football, which empowers and inspires the next generation through ambition and innovation.
Co-founder and Co-owner of UNDEFEATED, James Bond, said, “This partnership is a unique opportunity to not just sponsor, but to be a part of the team the rebuilds the culture and community here in Birmingham. We’re honored to be part of such a storied franchise and looking for to a long relationship with the club, its fans and the city.”
Garry Cook, Chief Executive Officer, Birmingham City, said, “We are delighted to extend our partnership with UNDEFEATED. For the first time in the Club’s history our shirts, are being repped on the streets of LA, New York and other leading cities across the US. This is a direct result of the relationship with UNDEFEATED. Year one has been about deepening our understanding of what drives our respective brands. Year two and beyond is now about creating even more unique and exciting propositions for our fans. We can promise there are exciting times ahead.”
UNDEFEATED established its global reputation by partnering with major brands in related industries and professional sports leagues such as Disney, Air Jordan, Converse, Nike, Apple, Moncler, EA Sports, Tudor, H. Moser & Cie, McLaren, and all major professional North American sports competitions.
UNDEFEATED now has 25 retail chapter stores worldwide, including locations in Shanghai, Beijing, Tokyo, Osaka, and Hong Kong in Asia, as well as Las Vegas, San Francisco, Phoenix, and New York in the United States. UNDEFEATED intends to open more Chapter doors in tier 1 cities in Asia this year, and it will eventually spread to cities in Europe.