Wolverhampton Wanderers FC (Wolves), a Premier League (PL) club, announced a long-term partnership with SUDU, a UK-based sportswear brand.
Starting in 2024/25, SUDU will design, manufacture, and retail all match kits and training gear for the men’s, women’s, and academy teams.
For the first time, Wolves players actively participated in creating the kits. They provided feedback on design, feel, and performance, ensuring the final product optimizes performance on the pitch.
Wolves captain Maximilian Kilman, who has played a part in the product creation process, said, “It has been really interesting to play an active part in creating our kit for this season. Since we were first introduced to SUDU, the designers and product development team have kept us constantly updated.
“Seeing feedback on fabrics, design and our performance needs worked into the finished products has been a really positive experience for us. We are delighted with the final products and excited to wear them this season.”
SUDU cuts out the middleman, offering replica jerseys for £58 and pro jerseys for £80 – significantly lower than typical PL prices. This aligns with Wolves’ commitment to affordability for fans.
Levy Merchandising’s, Head of Partnerships, Joe Poole, said, “We are incredibly proud to partner with such a well-supported club like Wolves, with an amazing fan base and rich heritage. All of which has inspired the 2024/25 range.
“By streamlining the supply chain, our new pricing model eliminates the middleman, which in turn allows us to reduce expense without compromising on the craftsmanship or materials.
“This innovative partnership allows us to collaborate and deliver exceptional value for both Wolves and their supporters. We’ve seen the price of Premier League jerseys increase consistently over the past few years. Our philosophy is that a pro jersey should not cost £125, Wolves’ will be £80. A replica jersey should not cost £80, Wolves’ will be £58.
“We’ve big ambitions for Levy Merchandising and the SUDU brand having successfully launched our first Run menswear collection last month. Expansion into other categories is already being worked on with further product ranges to come, likely in early 2025, and we will be looking to further build out partnerships with other teams across sports.”
SUDU’s experienced design team will craft unique kits that celebrate Wolves’ rich history.
Wolves’ General Manager of Marketing and Commercial Growth, Russell Jones, said, “This fresh new approach to kit creation is long overdue and we’re delighted that Wolves get to be at the forefront of this innovative approach.
“For far too long top tier clubs like Wolves have been held to template designs. This partnership enables Wolves to work with fans and players to create technical product with our heritage at the forefront of design.
“We are also able to continue to widen our reach, as this innovative model allows us to create attractive price points to better distribute within the UK and internationally ensuring that Wolves products can be available, at affordable prices for fans, in stores all over the world.”
The partnership extends beyond the first team, encompassing the design, manufacture, and retail of kits and training apparel for the women’s and academy teams as well.
Launched by Levy Merchandising, SUDU aspires to be more than just a sportswear brand. The apparel company aims to disrupt the traditional model by offering high-quality products at competitive prices for athletes of all levels.
This partnership follows the unit’s recent collaborations with JD Sports, Levy UK + Ireland, DEBET, and BetMGM UK.
On the sporting front, the Old Gold finished 14th in the league table last season. Beyond brand collaborations, they’ve also bolstered their squad with the signing of young Portuguese winger Rodrigo Gomes from SC Braga on a five-year deal. Additionally, they rewarded their Academy Player of the Season, Dani Angel, with a contract extension until June 2026.
They kickstart their 2024-25 campaign against Arsenal on August 17 at 7:30 PM IST.