In the world of modern society, countless clothing brands have gained popularity both locally and internationally. Each brand has its unique story of creation and development. Today, we delve into the history of the English sportswear brand Admiral. Founded near Leeds in Leicester, the company initially produced underwear but later transitioned to sportswear. The brand gained prominence through its sponsorship of football teams, most notably Leeds United. Learn more about the journey of Admiral on leedska.com.
The Beginning
The story of Admiral began in 1908, founded by Christopher Cook and Harold Hurst in Leicester. By 1914, the trademark Admiral was established.
Although the company steadily grew, its successes were modest. Bert Patrick, the owner of Cook & Hurst Ltd, proposed a new direction in 1966: producing and selling football kits. Patrick envisioned coloured television as a catalyst for sportswear branding. He believed football clubs would commission custom-designed kits created by Cook & Hurst Ltd designers. However, his innovative idea was initially met with scepticism.
Leeds United and Collaboration with Admiral
The turning point for Admiral came through its partnership with Leeds United. In the 1973-1974 season, Leeds United wore the brand’s first custom-designed kit. In 1974, the company secured a deal with the Football Association to produce the first commercially available England team jersey featuring the manufacturer’s logo. This groundbreaking agreement included a five-year contract with an initial payment of £15,000 per year.
Leeds United was just the beginning. Admiral went on to collaborate with other football clubs, including Manchester United, Coventry City, Portsmouth, Tottenham Hotspur, Southampton, and West Ham, among others. Partnerships also extended to clubs outside England.
By 1980, Admiral introduced a new England kit, first worn during the victory over Argentina. However, during the 1980s, the brand began losing contracts to competitors like Umbro and Adidas.
In the 1990s, Admiral continued partnerships with various football clubs, including Dynamo Kyiv, Southampton, Middlesbrough, Bradford City, Charlton Athletic, Wimbledon, Hearts, Motherwell, Rangers, and Partizan Belgrade. Notably, in 1992, Leeds United won the First Division Football League title, and Admiral produced their kits for the following season.
In 1997, the Admiral trademark was acquired by Hay & Robertson plc. In 2002, ownership transferred to International Brand Licensing plc. By the 2000s, the brand had reached new heights, becoming the official kit supplier for England’s cricket team and providing gear to teams in India, South Africa, and Canada. In 2011, the company gained rights to manufacture and sell footwear, clothing, and accessories.
Today, Admiral continues to sponsor football teams globally and collaborates with various designers. In 2020, the brand launched a special project with The Jam and The Style Council. In 2022, Admiral established a long-term partnership with ProDirect Sport, becoming a provider of cricket and football teamwear across the UK and Ireland.
- Adidas and Puma: These iconic brands were founded by two brothers, Adolf and Rudolf Dassler. Originally co-owners of a shoe factory, they split the business due to political disagreements, sparking a lifelong rivalry.
- Steve Jobs as a Brand: In 2012, an Italian company began producing clothing and accessories under the name Steve Jobs. The name was never trademarked by Apple’s founder, allowing the company to use it. Their logo is a bitten letter J with a leaf on top.
- Emporio Armani’s Global Reach: In the 1990s, Emporio Armani boasted over 200 stores worldwide. Giorgio Armani gained fame by selling his collections wholesale.
The story of Admiral exemplifies the evolution of a small brand into a global name in sportswear, thanks to strategic collaborations and innovation. We hope this article has provided you with valuable insights into the history of Admiral and its connection to sports and culture.
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