AS Monaco and Nike Partnership: I Hate to Blow my Own Horn But…..

Nike AS Monaco 14-15 Home Kit

Hi everyone,
Sometimes it’s good to blow your own horn. Back in October 2013, I was predicting that Nike will be the official kit supplier of AS Monaco. No crystal ball mind you, this thought was based on my football marketing knowledge, and understanding of the industry. Yesterday, Nike announced a partnership with AS Monaco until 2019.

Dermott Cleary (VP/GM of Nike Football) said: “AS Monaco are one of the most exciting football clubs in Europe and their ambition to become one of the world’s leading clubs is clear. We look forward to working with them as we continue to grow our position as the No. 1 brand in football.”

Vadim Vasilyev, Vice President and CEO of AS Monaco) said: “As we look to the future, it is telling of our ambition to welcome Nike as our new partner. This partnership supports our global strategy as we look to grow AS Monaco as one of the world’s leading football clubs and we look forward to working closely with Nike.”

To commemorate their success and this original design, the new AS Monaco kit will sport their famous red and white diagonal halves, and return to again having two white sleeves.  

The shirt has a smart red polo neck collar, and boasts a dynamic and modern new club crest to symbolize an exciting new era for AS Monaco.

While this new crest retains the red and white stripes from the Monaco flag and is topped with a crown to represent their proud status as a constitutional monarchy, the emblem now has a sharper design with a vibrant and brighter gold border.  

The club’s initials of ASM have been replaced with AS Monaco FC to boldly state their identity. The new home shorts are white; the new home socks are also white with a red band at the top and a wide red stripe of chevrons on the back.

While this new kit represents Nike’s signature style and passion, it is also designed to offer players the very latest in performance innovation, kit technology and environmental sustainability. []

Back in October, I was pointing out that replica sales are not the deal maker for Nike. I doubt ASM replica sales reach 100.000 units mark. Now on an image perspective, AS Monaco’s shareholder brought the likes of Falcao, James, Abidal and others to the Principalty, and the club is already a strong challenger to twice in a row Champions Paris St Germain. So, a smart move from Nike.

Yes, it’s good to see that I am a reliable and knowledgeable football marketer, and it’s a delight to share this knowledge with you guys!

Karl Lusbec

AS Monaco 14-15 Home Kit (2) AS Monaco 14-15 Home Kit (3)  

AS Monaco 14-15 Home Kit 2