British sports goods retailer Umbro has signed a long-term licensing agreement with Milan-based fashion retailer and retailer Slam Jam.
The focus of the agreement is the sports brand’s premium lifestyle segment for North America and key European markets, Slam Jam announced on Thursday. The cooperation is intended to further expand the area.
“We are very honored to be working with such an incredibly authentic brand that is meaningful to multiple generations of football fans and beyond,” said Slam Jam founder Luca Benini. “Slam Jam and Umbro share deeply important values, in addition to a strong passion for the game and commitment to people.”
The SS24 season marks the official start of the collaboration after the partners have worked together for the past two seasons.