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Feb 22, 08

Mitre steps into leisure

Mitre steps into leisure

Mitre is renowned internationally as a market leader in manufacturing product for football, rugby, netball and cricket, but has now hit the world of fashion by launching a casual shoe range. Its entry into the leisure market takes the form of a collection of fashionable trainers - the Cromwell, Weston, Bolan, Rush and Kengie.

With its historical roots in sport, Mitre has taken a step into the world of leisure to compliment nearly 200 years of sporting product. Its stylish range of trainers is hitting streets around the UK as the trend for retro fashion in 2008 gains momentum.

Designed for men and women, the range comes with mesh, leather or suede uppers, bringing quality and style to your feet with a great array of colours complementing the collection. With vibrant hues including yellow, blue, gold, green, and orange, these shoes are already proving a huge hit. At only £30, Mitre’s new streetwear fashion is a welcome addition to anyone’s wardrobe.

For further evidence of Mitre’s growth, consumers should look no further than their stable of recent endorsees. With All Black rugby pin-up Luke McAlister a welcome edition to the likes of Australian cricket legend Shane Warne and Welsh rugby player Kevin Morgan, this is an exciting time for the brand. The venture into leisure offers Mitre the opportunity to add another string to its bow whilst appealing to a more diverse audience.

The consumer market is driven by fashion and taking style from the pitch to off-field is an exciting step for Mitre. With the potential to grow further, Mitre’s Marketing Manager Nicki Lesirge agrees that the leisure industry is a previously untapped resource for the brand. “With Mitre’s success previously established in sport, this is a great opportunity to grow the brand and capitalise on the strong relationship we have with our existing consumers,” she says.

“The UK market is an opportunity to appeal to both children and adults, and stepping into leisure will create a good foundation for growing this area in the future. Every brand has to spot where they are in a changing market and this is definitely a huge opportunity for Mitre.”

For further information visit http://www.mitre.com

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