Collaborations between contemporary streetwear labels and football organizations are nothing new as the latter frequently taps fashion labels for seasonal jersey designs for the field and off the field. These collections also usually serve to amp up the hype. However, in this case, UNDEFEATED will handle “future strategic merchandise and other marketing projects” of the Birmingham City Football Club. Additionally, the sneaker boutique will also be implementing “its iconic five-strike logo onto the team’s 2023/24 jerseys.”
Despite everything, UNDEFEATED’s unique approach to football merchandise is seen as a positive move, though it remains a somewhat perplexing and unexpected pairing
Image Credit: BCFC/UNDEFEATED
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