• Exclusively designed range of Umbro accessories, clothing and footwear to be sold in stores and online from May 26th
  • Range to target shoppers who want quality sportswear at affordable prices for the whole family
  • Range will be sold through George and in dedicated Umbro areas within the George department of Asda’s twenty biggest stores
  • Partnership signals latest move to strengthen Asda’s customer offering in line with Project Renewal

George at Asda has today announced a new partnership with global sports brand, Umbro. Under the terms of the initial three-year deal, George will sell an exclusively designed range of Umbro sportswear, leisurewear, footwear and accessories. It’s the first time that George has partnered with a sports brand.

The first collection will go on sale from Thursday 26th May. The second product drop will hit stores from June 2nd, ready to capitalise on an anticipated 5.9%* uplift in the sports retailing market this year. The range will be available within the George department of Asda stores and online, while 20 of Asda’s biggest stores will house dedicated Umbro areas showcasing the range.

The partnership between the British sports brand and one of the nation’s largest clothing retailers will open up accessibility to high quality sportswear, at affordable prices.

In line with Asda’s Project Renewal, the deal marks Asda’s latest move to sharpen its offer in response to customer needs. Managing Director of George, Nick Jones, explains: “Umbro is the perfect partner for George – both brands have long standing heritages built on innovation, but we also share the samvalues, and are passionate about delivering quality affordable products.

“Now, as we prepare to get behind our nations for some huge sporting events this summer, our partnership will mean that customers can get great sportswear, whatever their budget.”

Umbro is the official technical kit partner for more than 110 professional football clubs across the world including Everton, West Ham United, PSV Eindhoven and FC Tokyo. Michael Scholz, General Manager for Umbro UK, said: “Umbro and George share similarities from their very beginnings – both were founded by entrepreneurs in the north west of England. The changes to the UK retail landscape are well-documented, especially in the sports industry, so this partnership gives us immediate scale with one of Britain’s most well-loved retailers. The product offering will be tailored to the George consumer – relevant lifestyle and sport product at affordable prices.”

“It’s an exciting time for our business and we are proud to be partnering with George to provide families across the UK with branded sportswear they can enjoy and trust, without compromising on quality.”

George Clothing, which is now in its 26th year of business, continues to provide a unique point of difference for Asda, offering customers the quality, stylish products that they want, but in a way that meets the practicalities of every day life, and at affordable prices.

With over three quarters of shoppers purchasing branded sportswear for their kids, this latest partnership with Umbro is a great example of how Asda is extending this focus - listening to what customers want and acting to meet their needs.