Wolves have agreed a long-term partnership with SUDU to become the club’s official technical kit partner, and design and manufacture all kits from the 2024/25 season onwards.
The 2024/25 Wolves kits have been created by the SUDU design team – who, collectively, boast experience at Adidas, Regatta, Puma, JD Sports and Berghaus – promising a truly bespoke offering that celebrates the club’s heritage whilst pushing performance boundaries.
SUDU, launched earlier in 2024 by Levy Merchandising, with the backing of Fosun Sports Group, focuses on helping athletes of all levels achieve their goals with technical clothing and footwear, and challenging the traditional kit supply model that has long provided a suboptimal deal for most sports teams and fans.
Crafted for player performance
In a first for the club, the new kits have been crafted in close consultation with the playing squad to achieve peak performance on the pitch. The players not only informed the look and feel, but also participated in fit and performance sessions to ensure the pro kits were rigorously tested and met every standard.
Wolves captain Maximilian Kilman, who has played a part in the product creation process, said: “It has been really interesting to play an active part in creating our kit for this season. Since we were first introduced to SUDU, the designers and product development team have kept us constantly updated.
“Seeing feedback on fabrics, design and our performance needs worked into the finished products has been a really positive experience for us. We are delighted with the final products and excited to wear them this season.”
Innovative fan-first approach
By cutting out traditional brand licensing agreements, and bringing the entire operation into one entity, SUDU are able to make top quality product but with significant cost savings. This significant improvement to the supply chain will enable the club to reduce costs and maximise sales to overseas retailers and wholesalers, while also providing product to local fans at favourable prices compared to Premier League peers.
Levy Merchandising’s head of partnerships, Joe Poole, said: “We are incredibly proud to partner with such a well-supported club like Wolves, with an amazing fan base and rich heritage. All of which has inspired the 2024/25 range.
“By streamlining the supply chain, our new pricing model eliminates the middleman, which in turn allows us to reduce expense without compromising on the craftsmanship or materials.
“This innovative partnership allows us to collaborate and deliver exceptional value for both Wolves and their supporters. We’ve seen the price of Premier League jerseys increase consistently over the past few years. Our philosophy is that a pro jersey should not cost £125, Wolves’ will be £80. A replica jersey should not cost £80, Wolves’ will be £58.”
Wolves’ general manager of marketing and commercial growth, Russell Jones, said: “This fresh new approach to kit creation is long overdue and we’re delighted that Wolves get to be at the forefront of this innovative approach.
“For far too long top tier clubs like Wolves have been held to template designs. This partnership enables Wolves to work with fans and players to create technical product with our heritage at the forefront of design.
“We are also able to continue to widen our reach, as this innovative model allows us to create attractive price points to better distribute within the UK and internationally ensuring that Wolves products can be available, at affordable prices for fans, in stores all over the world.”
Constructed for performance by SUDU
SUDU is a sportswear brand built on the core value of Fair Play. Crafted using cutting edge fabrics, SUDU’s products are ethically sourced working with factories who have undergone stringent audit processes, and SUDU will soon be bringing further Play football, Train fitness and Rest lifestyle categories to market.
Poole continued: “We’ve big ambitions for Levy Merchandising and the SUDU brand having successfully launched our first Run menswear collection last month. Expansion into other categories is already being worked on with further product ranges to come, likely in early 2025, and we will be looking to further build out partnerships with other teams across sports.”
The new era starts here
The Wolves training kit will be the debut range of the new partnership, launching at 10am on Friday 28th June at shop.wolves.co.uk, with the home, away and third kits coming throughout the summer.
