PR87316

LONDON, Dec. 17, 2020 /PRNewswire=KYODO JBN/ --

Brazilian football star Neymar Jr. joins the Superdry family in a three-year

global deal that champions sustainability with a 100% organic underwear and

sleepwear collection.

The partnership marks a milestone in Superdry's history, which will see the

brand kick start 2021 by amplifying the message of sustainable style to a

global audience. Joining forces with the footballing legend and style icon will

further promote Superdry's sustainable vision for the future of fashion.

Superdry has pledged to become a 100% organic cotton brand by 2030 and is

already supporting 400 farmers in India, in a transition to organic farming, as

part of the brands Grow Future Thinking initiative.

On joining the Superdry family Neymar Jr. quoted,

"Obviously, when we talk about clothes, whatever their type, the first thing we

want is comfort. It's not different with underwear and sleepwear. But when you

add sustainability to both first conditions, Superdry is, unquestionably, the

best one I've found. I'm very happy with the development and potential of this partnership."

The agreement with Neymar is a further step in the revival of the Superdry

brand under founder, Julian Dunkerton, who [yesterday] was confirmed as

permanent CEO of the business.

The relationship with Neymar Jr will see Superdry commit to supporting a cause

close to the footballer's heart, the Instituto Projeto Neymar Jr. (iNJR) based

out of the Jardim Glória neighbourhood, in Praia Grande, where Neymar Jr grew

up. Currently the non-profit civil association has over 2,000 children

registered. It works to expand opportunities for children, adolescents and

their families who live in a situation of social vulnerability, through

education, culture, sport and health.

"Neymar's passion for creating positive change through the Instituto Projeto

Neymar Jr. aligns with our goals to produce the most sustainable product,

whilst protecting our planet and supporting our people in all that we do." says

Julian Dunkerton. "Superdry will do the right thing to drive progressive change

in our global communities leaving a positive environmental legacy for the

future generation, through one of the many exciting initiatives we have planned."

Furthermore, Superdry have pledged an annual donation to support the iNJR in

helping to change the lives of young people in Brazil, channelled through

sustainable style helping to protect our planet and our people.

"Neymar Jr has unique style on and off the pitch" says Superdry Creative

Director, Phil Dickinson. "We love his approach to life and his creativity fits

perfectly with our brand value of embodying the spirit of adventure. We already

make amazing underwear and our aim is to make it even better. They are a super

comfortable organic cotton fabric, using recycled poly waistbands which make

them 100% sustainable and responsibly sourced. In addition to underwear,

working with Neymar, we are expanding our collection to provide stylish organic

cotton essentials within a sleepwear collection. All this means you can look

stylish and be doing good things, even whilst you are lounging."

Neymar Jr. currently plays football for Paris Saint-Germain and the Brazilian

National Team. He has won The Champions League, the Copa Libertadores as well

as winning domestic trophies in France, Spain and Brazil. In 2016 he picked up

an Olympic Gold Medal with the Brazil National Team and has proved to be one of

the all-time highest scorers for the CBF. Neymar Jr. has a massive global

social media audience with over 143 million on Instagram alone. This reach

combined, with a passion for social causes, makes him the perfect partner for

Superdry to Grow Future Thinking.

Superdry is a contemporary brand focussed on delivering high style and premium

quality products in four collections. Inspired by the cultures of America,

Japan and Britain Superdry delivers beautifully crafted, relaxed style with

engaging content. Methods of making, attention to detail, premium materials and

hand drawn art are the signature details of the collections. Superdry has a

significant global presence in 65 countries. Superdry.com [https://www.superdry.com]

our digital experience retails safely and securely to over 100 countries worldwide.

Our Brand Mission is to inspire and engage style obsessed consumers, leaving a

positive environmental legacy.

www.superdry.com

Contact: superdry@exposure.net

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Source: Superdry