PARIS — A new player has arrived on the sports-meets-fashion field. Soccer’s international governing body, the Fédération Internationale de Football Association, has signed a deal to develop FIFA apparel with Global Brands Group, with the goal of opening 100 FIFA franchise stores within three years.
This story first appeared in the April 29, 2009 issue of WWD. Subscribe Today.
Touting its soccer-inspired fashion apparel for everyone from high street shoppers to die-hard fans, Global Brands has created five lines under the FIFA name for men and women. Tested in a boutique in Singapore’s Changi Airport, which opened last year, the lines include: 1904, a collection of preppy looks inspired by the year FIFA was founded; Editions, featuring previous World Cup logos, starting with Brazil; Code, described as urban streetwear; Essentials casualwear, and Trophy, described as more sophisticated, less branded apparel.
To capitalize on traffic to next year’s World Cup in South Africa, for which Global Brands is also creating official merchandise, the first European FIFA store, in partnership with travel retailer Nuance Group, will open at Paris’ Orly Airport in September. Further stores are slated for London, Tokyo and Los Angeles, plus Latin America, China and India, in partnership with different distributors in those countries.
The FIFA collections, which go on sale in August, are also targeting department stores such as John Lewis in the U.K.
Founded in 2003, Global Brands also holds licenses for the Federation International de Basketball Amateur, the Professional Golf Association Tour, Warner Bros. and lifestyle brand Evisu.