PL’s Wolverhampton Vows to ‘Put Fans First’ With New SUDU Kit Deal

Premier League side Wolverhampton Wanderers have vowed that a new kit deal with upstart brand SUDU will put the club and its fans first.

Wolves announced the “long-term partnership” on Thursday, June 27, which will see SUDU design and manufacture all the club’s kits from the 2024-25 season onward.

SUDU was formed earlier this year by British company Levy Merchandising, with backing from Fosun Sports Group. The company “focuses on helping athletes of all levels achieve their goals with technical clothing and footwear, and challenging the traditional kit supply model that has long provided a suboptimal deal for most sports teams and fans,” according to Wolves’ announcements.

To that end, SUDU and Wolves have committed to lower retail kit prices. In their announcement, the two sides said that authentic kits will cost £80, compared to £125 for other clubs, and replica kits will cost £58.

“We are incredibly proud to partner with such a well-supported club like Wolves, with an amazing fan base and rich heritage — all of which has inspired the 2024/25 range,” said Levy Merchandising head of partnerships Joe Poole.

“By streamlining the supply chain, our new pricing model eliminates the middleman, which in turn allows us to reduce expense without compromising on the craftsmanship or materials. This innovative partnership allows us to collaborate and deliver exceptional value for both Wolves and their supporters.”

The wait is almost over.

Introducing SUDU, Wolves' official technical kit partner.
— Wolves (@Wolves) June 27, 2024

SUDU boasts a design team that brings experience from some of the biggest sportswear companies, including Adidas, Regatta, Puma, JD Sports and Berghaus. They promise “a truly bespoke offering that celebrates the club’s heritage whilst pushing performance boundaries.”

The new 2024-25 kits have been created in collaboration with Wolves players, including fit and performance sessions to make sure they were up to standard.

“It has been really interesting to play an active part in creating our kit for this season. Since we were first introduced to SUDU, the designers and product development team have kept us constantly updated,” said Wolves captain Maximilian Kilman. “Seeing feedback on fabrics, design and our performance needs worked into the finished products has been a really positive experience for us. We are delighted with the final products and excited to wear them this season.”

Wolves’ most recent deal was with British sportswear company Castore, who had outfitted the club since 2021-22. Prior to that, they were with Adidas for three years and Puma for five years.

Wolves and SUDU will launch the club’s 2024-25 training range, the first products under the new partnership, on Friday, June 28.