XBlades to dress three AFL clubs
Three AFL clubs have signed apparel deals with the new-look Melbourne-based XBlades, adding to its. growing roster of partnerships
Announcing new multi year partnerships with Greater Western Sydney Giants, St Kilda Football Club and the Gold Coast Suns, the Aussie brand launched with a revolutionary football boot design in the late 1980s.
Team XBlades currently consists three AFL teams, two NRL teams and more than 40 NRL and AFL stars, plus a new exclusive footwear deal with Touch Australia, and some UK partnerships.
XBlades is undergoing “a serious brand reinvigoration under new direction;” with former Callaway Golf regional managing director Leighton Richards and AFL superstar Jimmy Bartel (pictured) at the helm.
XBlades is committed to a longstanding, successful relationship with the Giants Saints and Suns, and the provision of comfortable, long-lasting and high-quality products to support elite athlete performance, says Chief Executive of XBlades Australia, Leighton Richards.
“ XBlades is all about combining athlete experience with scientific expertise to create durable, high-performing apparel for long term success.”
“We’ll work together with the clubs over the next few months to bring major product developments across fabrics and design to life in 2018.”
Jimmy Bartel is Product Development Director and will help develop the new range, alongside leveraging his extensive network to recruit players into Team XBlades.
“Having had plenty of experience of apparel partnerships as a player, I’m now passionate about the actual product and producing sportswear that is made with the players’ needs in mind, not just the brand benefits, ” he says.
After partnering with NRL Clubs Parramatta Eels and the Cronulla Sharks for several years, XBlades is keen to expand its apparel division and provide AFL clubs with high quality performance wear.
XBlades will supply the club’s official playing guernseys, shorts and socks, as well as training and off-field apparel.
• XBlades was established in Australia in 1989, best known for its football boots, with the brand having developed the first bladed outsole and evolving into on-field and training apparel, compression and protection.