Burrda targets Nike in drive into UK market

Wolverhampton Wanderers
Wolverhampton Wanderers

Burrda, the Swiss-owned sportswear brand, is gearing up for a major push into the UK lifestyle clothes market.

The three-year-old company, which manufactures the kit for Premier League football club Wolverhampton Wanderers, will position itself as a 'wannabe Nike' by rolling out a range of garments, according to a well-placed source.

Burrda also makes the kit for Championship football teams Watford and Leicester City, as well as rugby union clubs Northampton Saints and Llanelli Scarlets.

In Europe and the Middle East, where it is based, Burrda has established itself to a greater extent, and provides the kits for the Qatar, Kuwait and Belgium national football teams.

A source said the plan is for Burrda to 'move into the larger leagues' in the UK. It has hired branding agency Origin Creative Design to help improve awareness of its brand.

The agency has been briefed to create a set of global brand guidelines and a TV, print and outdoor ad campaign to run across international markets. Ads will feature the brand's existing strapline, 'Challenge yourself'. Origin Creative Design will also devise a series of point-of-sale materials.

'We want it to become a leading sports brand and challenge established players by creating new and exciting performance sportswear using the highest quality materials adapted for the local environment,' said Natalie Brown, head of marketing at Burrda.

According to the source, the brand has comparable ambitions to Spanish sports apparel company Joma Sport, which sponsors several teams, including Spanish football club Deportivo La Coruna, Charlton Athletic, Derby County, and the Nicaraguan national football side.

Burrda is not the first sports brand to use a Premier League kit deal to help raise awareness among UK consumers. Italian sportswear company Kappa has attempted to relaunch itself in this market through securing shirt deals with football clubs including Fulham and Portsmouth.

Meanwhile, Birmingham City, owned by Hong Kong businessman Carson Yeung, has replaced its previous kit supplier, Umbro, with a Chinese sportswear manufacturer, Xtep. This makes it the first British football club to have its strip produced by a Chinese manufacturer.

Premiership kits
- Arsenal - Nike
- Aston Villa - Nike
- Birmingham City - Xtep
- Blackburn Rovers - Umbro
- Blackpool - Carbini
- Bolton Wanderers - Reebok
- Chelsea - Adidas
- Everton - Le Coq Sportif
- Fulham - Kappa
- Liverpool - Adidas
- Manchester City - Umbro
- Manchester United - Nike
- Newcastle United - Puma
- Stoke City - Adidas
- Sunderland - Umbro
- Tottenham Hotspur - Puma
- West Brom - Umbro
- West Ham - Macron
- Wigan Athletic - Mi-fit
- Wolves - Burrda

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