Global fashion brand Superdry has signed a partnership deal with NRL team Melbourne Storm, as the official lifestyle apparel partner.
The new partnership will see Superdry and Storm combine to deliver streetwear and performance-inspired fashion to Storm fans, both on game day and elsewhere.
Superdry was born in Britain, and has since scaled to over 500 stores globally in nearly 50 countries. In Australia and New Zealand, the brand has 17 stores according to its website.
To launch the partnership, Superdry will roll out a curated campaign featuring a range of new styles, modelled by Storm’s NRL players. The collection includes quilted bombers and coach jackets, everyday sweats and button-up shirts.
Superdry's Australian arm is run by local fashion group Brand Collective. General manager of licensed brands Alastair Davies said the collaboration with Melbourne Storm brings Superdry’s style into a new arena.
“We’re excited to launch a campaign that champions individuality and performance, and speaks to the growing intersection of sport, style and culture in Australia,” Davies said.
Also as part of the partnership, Superdry has launched premium seating at AAMI Park in Melbourne, for every local game played by Storm. Fans will have the chance to win four Superdry Super Seats to Storm’s Round 21 game against the Sydney Roosters, plus a $1,000 Superdry voucher.
Superdry will also feature on Melbourne Storm’s digital platforms throughout the partnership, offering members exclusive content, promotions, and benefits.
“We’re delighted to welcome Superdry to the Melbourne Storm family,” Melbourne Storm chief commercial officer Daniel Cullinan said.
“Their globally recognised brand aligns perfectly with the energy, excitement, and ethos of our Club. We look forward to working with them to deliver exceptional value and premium products to our members and fans.”