HIT GOAL: Replay is doubling down on its links with soccer and the sports world.
The Italian contemporary and denimwear brand said Thursday that it inked a four-season tie-in with soccer team FC Bayern München until June 2027. This flanks existing partnerships with Paris’ Saint-Germain, signed in 2019, the Netherlands’ Ajax and Italy’s Atalanta.
As part of the deal, players, staff and managers of the FC Bayern München will sport Replay formalwear and causal outfits, further boosting the brand’s awareness in Germany, a primary market for Replay.
“I’m very proud to announce the partnership with such a legendary club, which represents the history of soccer and is poised to define its future,” said Matteo Sinigaglia, chief executive officer of Fashion Box, parent to Replay.
Founded in 1900, the FC Bayern München soccer team has won 33 Deutscher Fußball Bund Pokal championships in its home country and scored the top spot in the Champions League six times, as well as twice in the FIFA World Cup Trophy.
“Success suits the FC Bayern best and we’re very happy to wear Replay. We like to show up at our best both on and off the field,” said Andy Jung, FC Bayern’s chief marketing officer.
Earlier this year, Replay named AS Roma player Paulo Dybala as a new brand ambassador until July 2026. The brand has previously had marketing links with Neymar da Silva Santos Júnior and Marco Verratti.
In addition to its soccer endorsements, in 2020 Replay linked with the New Zealand Rugby to become the official formalwear and denimwear partner of the national rugby teams All Blacks, All Blacks Sevens and Maori All Blacks.
As reported, soccer and fashion have found their sweet spot, as players worldwide are increasingly being noticed by fashion brands and, for their part, embracing the fashion game.
Several marquee designer brands have or had ties with soccer clubs, including Loro Piana with Juventus; Thom Browne with FC Barcelona; Hugo Boss with AS Roma, FC Bayern, Real Madrid, Tottenham Hotspur and Paris Saint-Germain; Paul Smith with Manchester United; Diesel with AC Milan; Brooks Brothers with Inter; Kiton’s KNT with Tottenham Hotspur F.C., and Fendi with AS Roma, among others.
Source: WWD