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Mike Amiri broke through by fusing the aesthetics of rock ‘n’ roll with contemporary streetwear.
Now, Amiri’s brand is taking on the world of sports with a more buttoned-up approach. Amiri and La Liga football club FC Barcelona announced a new deal on Monday to make the brand its official formalwear partner.
Several football clubs have named official formalwear partners as the worlds of fashion and sports continue to grow closer together. Italy’s Juventus recently entered into a deal with Giorgio Armani. Tottenham Hotspur has a partnership with Hugo Boss. Real Madrid works with Louis Vuitton.
This is Amiri’s first formalwear deal, but not the brand’s first foray into sports. The company has partnered with star athletes like Kansas City Chiefs’ tight end Travis Kelce and boxing star Canelo Alvarez.
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Amiri’s growth has reached an international scale. Wholesale has been a key focus for the business, but this has shifted in recent years as the company has expanded internationally. Amiri is set to open its 31st store globally by the end of 2025, with the latest coming in Milan. The brand surpassed $300 million in sales in 2023. Diesel and Maison Margiela owner OTB is a minority stakeholder.
“In the last six or seven years, we’ve just taken the mindset of trying something new and brought it into formalwear and into tailoring,” Amiri told Business of Fashion. “It’s kind of brought a new bit of swagger.”
Amiri will collaborate with FC Barcelona on tailoring custom suiting for players across the club’s men’s and women’s teams, as well as the executives in its front office. The club’s collaboration with Amiri will debut for the Winter 2025 season.
Learn more:
Amiri Take on the Luxury Establishment
Boosted by its recent growth and a minority investment from Renzo Rosso’s OTB, Mike Amiri’s namesake luxury label is scaling on his own terms.
