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Nigel TAYLOR Published
March 21, 2025
Tackling discrimination and promoting equality and inclusion in all sports has moved into merchandise. Campaigning charity Kick It Out and major sportswear producer/retailer Fanatics have teamed up with English football clubs Everton, Aston Villa, Wolverhampton Wanderers and Derby County to debut club-branded merchandise.
Through the partnership, Fanatics has designed, produced and will sell fanwear, emblazoned with club, Kick It Out and Fanatics branding, “designed to empower fans to show their shared support for Kick It Out and its mission”.
The range, which includes both men’s and women’s T-shirts and hoodies in a variety of sizes, colours and styles, is now available for fans to purchase through the participating clubs’ official retail outlets and their official online stores.
The collaboration is the latest step in Fanatics’ ongoing work with Kick It Out as the organisation’s official merchandise partner, which began last August with the launch of a branded range of Kick It Out merchandise.
Hollie Varney, COO at Kick It Out, said: “Being able to partner with forward-thinking clubs such as Everton, Derby County, Aston Villa and Wolves, and the support of their passionate fanbases, is key to raising awareness and support for our mission.”
Michael Taylor, Head of Marketing for Fanatics’ International Branded Division, added: “Equality, diversity and inclusion is a key tenet of our culture at Fanatics and lies at the heart of both our values and everything we do. Subsequently, we are thrilled to have been able to bring our global reach and expertise to bear in developing this exciting new range of merchandise for Kick It Out, and football fans across the globe.”