Ferdinand Partners With Sports Direct

11 Dec 2017 | tshego

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Former footballer Rio Ferdinand has joined forces with Sports Direct to launch his new FIVE collection.

Since retiring from football in 2015, Rio (who wore the number five) has pursued a career in the media as a pundit and launched the Rio Ferdinand Foundation to help mentor underprivileged kids hoping to forge careers in the worlds of sport, arts and media.

Launching with a new brand film for the collection, which will be broadcast in store and online, Rio collaborates with Suli Breaks, a social poet, to get his message across: ‘Let them look, let them talk, let them laugh…just remember who you are. You are the future.”

Rising young stars appear in the brand film, including British boxing champion Charlie Edwards, Reading FC striker Sam Smith, Team GB men’s 400m hurdler Jamal Rhoden-Stevens, grime artist Big Zuu and pro scooter champion Dante Hutchinson.

The collection is now available exclusively at Sports Direct, with prices starting from £8. The range includes hoodies, tees, sweat pants and snapbacks in a variety of designs.

Rio said: “The collaboration and the partnership with Sports Direct is so important. They have an absolute finger on the pulse of the current sports, football to street market. And that’s where I think this brand will sit because I think it’s an important area. I am like that… my kids and my friends are like that… my kids’ friends are like that in that they want to be able to seamlessly go from the football pitch, to pen, to cage to just chilling. Whether that’ll be playing FIFA, PlayStation, XBOX or going to a bar or pub at my age.

“So, I wanted this to have that seamless type of effect where you didn’t have to change unless you are sweating or something.”

Sports Direct’s head of influencer marketing, Barney Jones added: “Collaborating with Rio on his exclusive, new collection was a privilege. Rio is an inspirational figure who leads by example. His commitment to investing in youth projects is helping to offer opportunities to our next generation of game changers. A new breed of achievers who will set their own standards and raise their bar of excellence. Sports Direct are committed to supporting Rio’s Foundation through his collection.

“Rio is not only a hugely iconic figure, but he is also the perfect partner for Sports Direct, given our status as the home of football on the high street. This project will form an important part of our elevation strategy, which aims to bring enhanced levels of excellence to our new generation of stores.”