Admiral Sportswear calls in Radiator PR to promote high-end fashion line

Admiral, the British sportswear brand that manufactured football kits for some of England's top teams, has appointed Radiator PR to help promote the classic label's new high-end fashion line.

Admiral: fashion line launch
Admiral: fashion line launch
Admiral Sportswear, which once created strips for Manchester United and Tottenham Hotspur, is working with the lifestyle agency for a consumer-driven campaign as part of its plan to breathe new life into its clothing.  

Radiator has been briefed to handle celebrity endorsements and brand experiences through events, festivals and product placement in men’s style media.

Lorna Milliken, joint managing director at Radiator, will lead the one-year campaign with support from menswear style consultant Daniel Higgins and newly appointed account executive Louise Pinn.

Radiator’s principal focus will be to promote Admiral Gold – a premium collection designed for style-conscious men that includes shirts and jackets that pay homage to the brand’s rich heritage.

Milliken said: ‘We are looking forward to being part of the journey with the new lifestyle collection and its future growth.’

Admiral, founded in 1914, first began manufacturing sportswear in 1966, when England won the World Cup. The company was a pioneer of the replica kit market, creating home and away kits for football fans and expanded overseas to the US and South American markets.

In 2011, the rights to the Admiral brand passed back into British hands from a Swiss holding company.

A retro bag collection and a limited edition range featuring a retro-inspired back catalogue of Admiral’s classic kit and tracksuit designs will also be launched. Following the acquisition, Admiral Sportswear initially appointed specialist fashion PR agency Cube to provide support for the brand’s forthcoming product launches.

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