The Professional Footballers Association has taken on PR support to
promote its first joint project with the fashion industry.
Launching in April, the initiative, called Project F, will involve a
fashion and photography show featuring Premiership stars and designers
such as Giorgio Armani. Generation will handle the consumer PR
PFA senior commercial executive George Berry said the names of
footballers involved were being kept secret until nearer the time of the
He added: 'Project F is part of our business plan to raise money for the
community and our central fund.'
Funds raised by the project will be donated to charity. The PFA board
was due to meet this week to decide whether proceeds would go to one
charity or be spread among several organisations.
Publicity generated by the event is expected to be the greatest the PFA
has received since its threatened strike action late last year.