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Interview with Warrior's MD and your chance to win a pair of 'Skreamer' Boots

As Liverpool prepared for the launch of their new 2014/15 home kit tonight, TLW caught up with Richard Wright, Managing Director at Warrior Sport to find out a bit more about Warrior, how shirt sales have gone thus far and what goes into the process of deciding which kit design to go with. Richard was also kind enough to offer up a pair of Warrior’s ‘Skreamer’ boots to one lucky winner. (See the competition at the end for further details).

 

 

Richard, Warrior is a new company in the world of football, what is your background in the business?

 

A pretty lengthy one. I started in a factory in Yorkshire, buying raw materials for the first boots ever made by a competitor brand. Ian Rush was one of the first customers! That was the start of a career that has spanned over 20 years in football including retail buying and footwear development for other brands including dealing with Ryan Giggs and Michael Owen. The job with Warrior started just over 3 years ago and I have used my background to take on a really experienced group of product designers, technical developers and marketeers to develop and grow the Warrior brand around the world.

 

How did the Liverpool deal come about?

 

We had actually already started preparations for launching Warrior into Football. Part of the plans included partnerships with EPL clubs. Once the discussions with Liverpool started, we concentrated our efforts completely on trying to secure that deal. It was the beginning of our culture of providing the best service we could for our partners, something we find other brands failing to offer.

 

The initial contact obviously came through the US connection between our parent company, New Balance, and the Fenway Group, both Boston-based. From there we got involved in the UK with the Club and the rest, as they say, is history.

 

One of the first things you did at Warrior was to change the crest back to the original one. What made you do that?

 

When we entered the agreement with Liverpool we wanted to ensure that we tuned into the club’s heritage and indelible tradition by delivering product that met the requirements of modern performance whilst making a statement and impact that fans would recognise.

 

When researching prior to the design stage we found that Liverpool’s crest has changed approximately eight times since the fifties and as we looked at it there was one crest that stood out, the Liverbird in amber yellow.

 

It was only ever used once previously, between 1976 and 1985 and over that period of time the club won seven of their 18 league titles, four out of their five European Cups and a European Super Cup. As a result the crest is instantly synonymous with winning and is recognized by the fans as representing a period of success, we felt it was a great way to make impact particularly in a new relationship.

 

The home kits have been kept simple, but you have experimented with the 2nd and 3rd kits, how have sales actually gone, and what is the thinking behind them?

 

The starting point is to identify a creative direction which is influenced by the kits the team currently wear plus the historical context of kits from the clubs inception which provide insight and influence on the direction. Also periods of success, seminal moments in the clubs past that provide kits with instant recognition are considered and the needs of players is paramount from a performance perspective.

 

Warrior is a challenger brand in the market and want to ensure we provide bespoke kits. Liverpool have always been a stand out club with its own unique principles and values.

 

Sales were strong in our first season across all kits and we have had a better sell through rate in the second season with the away and third kits more or less sold out by the first quarter of 2014 within LFC retail channels. We look to build on this each season in partnership with the club.

 

Have you been pleased with how the partnership has grown, was the tour of Asia and America an eye opener to how big the club is worldwide?

 

With the first year’s sales of Home shirts breaking all previous records, we had a great start to the partnership. Since then we have been really pleased with how this has progressed. You think you understand how big the Club is world-wide, but you really have to see it in real life to fully appreciate the enormity. The Tour to Asia really brought it home to everybody. The reaction to the Club playing and making appearances in Thailand, Indonesia and Australia was phenomenal.

 

Liverpool's commercial side has grown ten fold, do you have any other connection or dealings with other sponsors?

 

We are in contact with the other Liverpool sponsors, for example Standard Chartered, and, wherever possible, work with them on various projects. We are always open to looking at new opportunities.

 

What is a typical Richard Wright day?

 

Taking into consideration the time zones we have to deal with, it can sometimes be a long day. Typically I start at 7.30am as we have all our Asian partners (factories, liaison offices etc) to talk to. The middle of the day is generally dealing with the Europeans (mainly UK) and then I finish with the US guys in the evening. The subjects range from design, to product development, to marketing campaigns, to new player contracts; always really interesting. Football, as you know, is 24/7, so there is always something to ask or answer every day of the week.

 

The boot you have designed (Skreamer) looks good and you have brought many players on board with it, can you tell us about how you came to this design?

 

When we started the process it was clear that lightweight was a developing theme in many categories within football and at the time no brand had really delivered a lightweight boot within the power category.

 

The design and development teams focused on this and then built the required brand values within the design.

 

The finished product was distinctive, stood out and delivered the performance requirements of professional players.

Since the launch the Skreamer has been well received and gained many positive reviews from various media and blog sites who wear test products.

 

Our growing portfolio of players is also a reflection on the quality of the product with Vincent Kompany spearheading a collection of players including Fernando (FC Porto), Juan Cala (Cardiff), Nikica Jelovic (Hull City & Croatia), Tim Cahill (New York Redbulls & Australia), Jonas Gutierrez (Norwich City & Argentina) and Kolo Toure wearing the boot.

 

Do you have other players lined up for the future?

 

Yes. We are continually looking for players who fit the Warrior profile and who offer us the level of on-pitch credibility that all sports brands crave. For the moment I cannot reveal any names, but for sure the portfolio will grow.

 

What other products do you have and are they available in the High Street?

 

Our product range is growing every season, not only in Football, but also across the other categories within the brand. As far as Football is concerned, we offer Teamwear, Football Training Apparel, Footballs, Goalkeeper Gloves, Shinguards and, of course, Football boots. The boot range now covers all player requirements with the Skreamer, Gambler and Superheat styles.

 

You have deals with Seville and Emelec, do you see Warrior moving into other league's around the world?

 

Absolutely. The intention is to make Warrior a truly global brand, with football at the core of its sporting categories. You will see many more teams around the globe convert into Warrior kits and training products. We have recently announced Stoke City here in the EPL, Shamrock Rovers in Ireland, NEC Nijmegen from the Eredivisie in Holland, and you will no doubt hear of a few more as we spread our wings around the globe.

 

Finally from us, what do you make of Liverpool this season, and is CL the holy grail for Warriors exposure?

 

Liverpool have been unbelievable this season. It’s great to see Brendan Rodgers’ philosophy really coming to life on the pitch. As with every other fan I can’t wait until the next game. As far as the Champions League goes, of course this really helps our business. The simple fact of Liverpool playing against the best teams in Europe in some of the greatest venues, promotes the Club internationally and drives sales at retail. It is definitely a bonus for the brand.

 

 

skreamer.jpg

To win a pair of Warrior Skreamer boots, simply answer the following question (clue: the answer is in the article!) and email your answer to competition@liverpoolway.co.uk

 

Which current Liverpool first team player wears Warrior boots?


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