Replay has secured a partnership with Australian football club Melbourne Victory.
The Italian denim label, managed by Brand Collective, will be the club’s official lifestyle clothing partner for the remainder of the season.
It marks the first major partnership for Replay within Australia, and the first since the brand opened its flagship store in Chadstone, Melbourne in May 2022.
Replay will fit out the A-League Men’s squad with its jeans and launch offers for the club’s fanbase as it heads into the final months of the season.
Replay Denim GM Alastair Davies said the partnership is a key milestone for the brand in Australia.
“Fashion and sport are two of the premium pillars of culture and we are proud to be supporting an iconic Australian team so early in our presence in Australia,” Davies said.
“Replay Jeans embodies the bold, game-changing and trendsetting direction that we think a club like Melbourne Victory represents and we’re proud to partner with them.”
Melbourne Victory MD Caroline Carnegie welcomed the partnership.
“We are proud to be aligned with a global fashion leader and we are excited to be able to become a more fashion-forward club with Replay,” Carnegie said.
Replay is managed in Australia and New Zealand by Brand Collective, which merged with The PAS Group last year.
Following its Chadstone flagship launch, Replay opened its first store in New Zealand in October 2022.