The High Stakes of Manchester City’s C.P. Company Partnership

Manchester City’s bold new partnership with C.P. Company is set to make waves in both the football and fashion worlds. Starting from the 2024/25 season, City players will don the Italian brand’s reimagined outerwear ahead of their away games in the Champions League. This move underscores the growing attention on pre-game outfits, often dubbed “tunnel ‘fits.”

C.P. Company’s connection with English football is deep-rooted. The brand’s military-style designs, like its iconic “goggle” jacket, were popular among English football fans in the 1980s and 1990s. This association helped the brand cement its status in British terrace culture alongside names like Stone Island and Burberry. The UK remains C.P. Company’s largest market, a testament to its enduring appeal.

Today’s fashion embraces trends like “blokecore,” inspired by the aesthetics of the ‘80s and ‘90s football terrace culture. This trend merges classic sportswear, such as Adidas shoes and football jerseys, with modern fashion elements like tailoring. Brands from independent designers to luxury houses have incorporated these styles, often collaborating with football teams to stay relevant.

Manchester City’s transformation since being acquired by the Abu Dhabi Group in 2008 is remarkable. The club boasts a global fanbase, numerous titles, and star players like Erling Haaland and Phil Foden. This partnership will undoubtedly amplify C.P. Company’s visibility, especially in Asia, where City holds a substantial following. Tom Boyle from City Football Group noted that this collaboration aims to enhance City’s cultural resonance among its young, diverse fans.

This collaboration appears genuine, addressing fans’ increasing skepticism towards opportunistic brand partnerships. Leaked earlier this year, the deal has garnered positive reactions, especially compared to previous arrangements. The cultural significance of C.P. Company in Manchester, worn by local icons and even City’s manager Pep Guardiola, further bolsters the partnership’s authenticity.

As Lorenzo Osti, C.P. Company’s CEO, stated, their bond with football culture has been crucial, sustaining the brand through challenging times. This new chapter with Manchester City not only celebrates their heritage but also bridges the worlds of football and fashion in an authentic and strategic manner.

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