UNDEFEATED Announced As Birmingham City’s Principal Partner

In an evolutionary step for the club, global streetwear brand UNDEFEATED has been announced as the Birmingham City FC’s new Principal Partner and sponsor. Following the announcement, the club unveiled their new home and away shirts for 23/24, the first to feature the brand’s iconic five-strike logo.

Opening their first chapter store on the West Coast of the United States more than 20 years ago, UNDEFEATED has made its reputation as a worldwide name in sportswear through collaborations with the likes of Nike, Air Jordan, Converse, Disney, Moncler, NBA, NFL, NHL, MLB, MLS, UFC, Apple, Adidas, Burton Snowboards, EA Sports, and many other brands across various adjacent industries. Now, the brand has stepped into the football partnership world for the first time, adding Birmingham City to their prestigious list.

The iconic five-strike UNDEFEATED logo features on the Men’s and Women’s 23/24 home and away shirts, as well as across the Club’s training range. It’s the first time in the Club’s history that the same brand appears on the Men’s and Women’s jerseys simultaneously.

Co-founder and co-owner of UNDEFEATED, James Bond, said: “The exciting part about this unique partnership is the way we are able to join our brand, authentically through a deep association, with a leading professional sports organisation. It allows us to evolve beyond the streetwear category and grow authentically through sport. Since day one, UNDEFEATED has been a brand athletes wear in action, to and from the facility, so being on the jerseys and the pitch is authentic to our brand DNA.”

Chief Executive Officer at Birmingham City, Garry Cook, said: “We are proud to call UNDEFEATED our partner. Our strategy is to work with brands who help us create unbelievable experiences for our fans. UNDEFEATED delivers this. It is a brand from the street, with an incredible following, driven by its focus on inspiring young people through creativity and attention to detail. Through this collaboration we will offer Birmingham City fans something unexpected and exciting. Birmingham on the rise again.”

UNDEFEATED co-owner and CEO, Eric Cheng, said: “Birmingham City has such a rich history as a well-respected football club. Birmingham and UNDEFEATED share a similar brand ethos with the underdog mentality. We look forward to the opportunity to infuse a football club of such heritage and traditions with our sensibility and style through our creative inspiration. We are proud to have UNDEFEATED across the chest of the Birmingham City Football Club as its sponsor.”