Sainsbury’s has added licensed American football men’s sportswear to its private label clothing line Tu, capitalising on the growing number of fans in the UK.
Initially, a t-shirt for each of the eight National Football League teams taking part in the upcoming London matches will be made available on Sainsbury’s website. This will be followed by ‘vintage-effect’ t-shirts, hoodies and sweats, which will be retailed both in-store and online.
The new NFL range will complement Sainsbury’s existing sports apparel range, which includes brands such as Russell Athletic and Admiral, and rugby kits for the British and Irish Lions, and Six Nations.
“American football has become hugely popular in the UK, so we’re really excited that our customers can show their support with high quality, official NFL sportswear from Sainsbury’s," said commercial director James Brown.
"We’ve got a great track record on clothing for British sporting events and we’re confident that we’re onto another winner with our NFL licensed sportswear.”
Sainsbury's is the sixth-largest clothing retailer in the UK in terms of volume, and its Tu range has grown in sales volume by over 20% in the past three years.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up for ESM: The European Supermarket Magazine.