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14 - 18 June

How Home Depot is building consumer love with the help of data

Ken Hein

US editor

Shavonne M Clark

senior manager of marketing

Manchester United inks footwear sponsorship deal with Heroes

Manchester United Football Club has announced a multi-year global partnership with footwear brand Heroes in a deal that will see the luxury designer produce a range of lifestyle shoes bearing the club branding.

The Italian designer will produce a line of footwear for men, women and children using the Manchester United logo and club colours of red, black and white.

It marks the first time that Heroes, a Da Vinci Luxury AG company, has partnered with a football club since its creation in 2014 and gives it the opportunity to market merchandise to the 659 million Manchester United supporters worldwide.

The deal will also involve the Barclays Premier League club’s first team players and coaches wearing the company's formal shoes when on official club duty.

Alfredo D’Acchioli, chairman of the supervisory board of Da Vinci Luxury AG, described the partnership as “a dream come true”.

He said the deal was “the first partnership of its kind for Heroes and we are confident that Manchester United’s enthusiastic fans will be the ideal audience for the launch of the brand”.

Manchester United group managing director, Richard Arnold, added: "The partnership will allow our loyal fan base to be included in that team spirit by wearing the same brand worn by our players”.

Heroes creates a range of styles from casual-chic trainers to classic shoes. The Manchester United men’s line starts at £106 and can be pre-ordered on the Heroes website.