Sports

“Meghan has been vital in shaping UFC’s global licensing effort,” said Tracey Bleczinski, UFC’s Senior Vice President of Global Consumer Products.

“By uniting these two iconic brands, we’ve once again pushed the boundaries of boot design to create something truly unique,” said Nick Craggs, General Manager and Senior Vice President at adidas Football.

“This partnership underlines our long-term strategic ambition, which is to be the most successful and admired sporting brand,” said Tom Halsey, Commercial Director at The British & Irish Lions.

NFL’s Origins programme is designed to highlight London designers and the communities they support.

Apparel from adidas will also be seen being worn by the citizens of Marvel’s New York in the game.

Or pick up a physical copy at BLE from the Brands Untapped booth at E174

“We wanted to challenge and redefine the traditional concept of a replica jersey and tap into current streetwear trends,” said Sam Handy, Vice President Product and Design, adidas Football.

“We’ll look to leverage the legacy of these iconic institutions to tell their stories and engage consumers through creative collaborations and products,” said Victoria Whellans, Commercial Director at ASPIRE by WildBrain CPLG.

“College football is back and what better way to celebrate than by giving students and fans the chance to sport their school colours through an iconic shoe like the Rivalry,” said Jeanne Schneider, director of NCAA marketing and licensing at adidas.

Licensed toys feature throughout other categories too, with nominees including Wow! Stuff’s Jurassic Park Real FX Baby T-Rex, Jazwares’ Pokémon Squishmallows and Funko Games’ Disney Animated.