FC Bayern Munich signed a deal with Replay, making the brand their official denim and formalwear provider. I previously wrote about the relationships that PSG and AC Milan have with Dior and Moncler respectively. But this is clearly very different. Replay clothing retails for essentially hundreds of dollars below the price of the two luxury brands mentioned. I find it interesting that so many football clubs are making these kinds of deals, with brands that go beyond their sporting needs. But even more so, I want to dig more into what made this relationship make sense. What is it about the ethos of the two brands that made them a fit? I admittedly know very little about Bayern and even less about Replay, but curiosity will drive me to find out more.
If you can’t wait for my exploration, here is a short article about the deal from Fashion United.
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