Replay to dress Barça
“This is the first time that a denim company has moved into the world of football,” proudly announced Matteo Sinigaglia, CEO of Fashion Box, the Venetian jeans company that trades under the brand names Replay, Replay&Sons, We Are Replay and Red Seal. The denim maker just signed a four-year deal with FC Barcelona and became the official sponsor of clothing and footwear for both players and staff of the prestigious Catalan club.
“Replay will create both official formal clothing and a “smart casual” line,” noted the company in a press release. Starting in the 2013-2014 season, it will dress champion Lionel Messi and his teammates in a “unique and exclusive superlight suit,” impeccably cut and made from classic denim.
Other brands, particularly designer labels, have previously tapped into the golden opportunity for enhanced visibility that football represents – Trussardi, for example, which this season will be furnishing the wardrobes of the players for the famous Turin club, Juventus.
For Replay, until now more accustomed to sponsorships linked to the youth market (music, etc.), this entrance into the world of football is a giant first. “Barça are not just a partner for us, they are also a great source of inspiration. We are certain that the product we are developing for them will surprise the whole world,” stated Matteo Sinigaglia.
“Fashion Box is a leading company in its sector and Replay is a well-known prestigious brand, which like our teams boasts its own unique personality. Its products are fresh, dynamic and young and have a style which we feel clearly identified with. We also share a clear commitment to the global market - in our case with our fans and in theirs with their clients throughout the world,” commented Antoni Rossich, Director General of FC Barcelona.
Fashion Box is currently present in more than 50 countries, in Europe as well as in the Middle East, Asia, America and Africa. Its wholesale distribution network includes 3,000 multi-brand sales points, plus an additional 200 mono-brand stores. Annual sales are 219 million euros, of which exports represent 85%.
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