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Manchester United's Adidas Home Kit Sales Break Megastore Record by 50%
August 7, 2015
Manchester United are enjoying life under the Adidas banner once again after it was announced the demand for this season's home kit broke megastore record sales by "almost 50 percent."
The Red Devils have reunited with Adidas 23 years after parting ways with the sportswear manufacturer, and Adidas chief executive Herbert Hainer confirmed the August 1 release went even better than planned, per the MailOnline's Mike Keegan:
Last Saturday we reunited with Manchester United, one of the most popular and successful football teams in the world, and unveiled their new home jersey.
The initial response has really blown us away as it has exceeded all expectations in both the club's and our own brand channels. The Old Trafford Megastore saw a record demand for a non-match day, almost 50% up on the previous record.
The Man U e-com channels formed United Direct, so equally high demand, 4 times up on the previous record kit launch.
Hainer went on to dub United "one of the world's most supported sports symbols," and the results of their initial Old Trafford launch certainly support that opinion.
Earlier this week, former Red Devils No. 7 David Beckham did his part to advertise the new uniform, taking to his official Instagram account after being sent a piece of nostalgia by his old club:
Manchester United have signed a £750 million deal with Adidas to produce their kits over the next 10 years, the most lucrative shirt sponsorship deal football has seen.
There has been controversy linked to the new jersey, however, after Mark Dobson of the Guardian reported on the outrage caused by a women's kit that some critics labelled as "sexist."
There's no comment as to how sales have been affected as a result of the women's kit release, but perhaps the boost in figures can be partly attributed to a female-specific design being made available.
More good news could be on the way to Old Trafford, too, as Keegan states two more away kits are due for release on August 11, promising to only give revenue a further nudge.
Mike Ozanian of Forbes reported in May of this year that Real Madrid had taken their place as the most valuable club in the world, with United sitting fourth after a disappointing spell in their history.
However, with Adidas prodding sales in the right direction and manager Louis van Gaal improving results, United may once again be ready to duel as a powerhouse on the pitch and on the stock market soon enough.