Verge Meets: Rio Ferdinand #freethefuture

Rio Ferdinand’s career was synonymous with courage, commitment and total focus and now soccer pundit and former international footballer Rio Ferdinand is joining with Sports Direct to launch his collection, Five, which promises to be a game changer in the leisurewear market.

Since retiring from football in 2015, Rio (who famously wore the number five) has pursued a successful career in the media as a soccer pundit and launched the Rio Ferdinand Foundation to help mentor underprivileged kids hoping to forge careers in the highly competitive worlds of sport, arts and media.

In a stylish brand film for the collection, which will be broadcast in store and online, Rio collaborates with Suli Breaks, the iconic social poet, to get his message across: ‘Let them look, let them talk, let them laugh…just remember who you are. You are the future.’

The ethos of the collection is a commitment to work hard, follow your passion and refuse to be categorised. It’s about daring to think outside of the box and fearlessly resetting the rules. In a world of sound bites, it says: ‘Forget the gimmicks and just do you.’

Rio’s words are inspiring the next generation who include rising young stars Charlie Edwards (current British Boxing Champion), Sam Smith (highly-rated forward at Reading FC), Jamal Rhoden-Stevens (Team GB men’s 400m hurdler), Big Zuu (Grime artist) and Dante Hutchinson (UK Apex pro scooter champion) – who all appear in the brand film.

The collection is available exclusively at Sports Direct.  Rio says. The collaboration and the partnership with Sports Direct is so important.   They have an absolute finger on the pulse of the current sports, football to street market.  And that’s where I think this brand will sit because I think it’s an important area. I am like that…my kids and my friends are like that….my kid’s friends are like that in that they want to be able to seamlessly go from the football pitch, to pen, to cage to just chilling.  Whether that’ll be playing FIFA, PlayStation, XBOX or going to a bar or pub at my age.  So, I wanted this to have that seamless type of effect where you didn’t have to change unless you are sweating or something!”

The collection is available exclusively from Sports Direct with prices starting from just £8. The range includes hoodies, tees, sweat pants and snapbacks in a variety of cool, understated designs.  Sizes are available in Boys MB – XL and Men’s S, M, L, XL NB (NB some selected products go up to XXXXL).

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