Adidas and Nike have a new rival on the soccer pitch

While Nike and Adidas design and market soccer gear, they seldom make it

Prince William’s favourite soccer team may be at the forefront of a revolution.

Aston Villa FC 1  has just signed a kit manufacturing deal with US e-commerce specialist Fanatics. While the company is huge on its home turf, operating merchandising for the NHL, NBA, NFL and MLS, it’s little known on the other side of the pond. If the English trial goes well, expect that to change.

Fanatics isn’t like Nike, Adidas or Under Armour . You’ll never see an Aston Villa jersey bearing the Fanatics logo, a red “F” which resembles a waving flag. Instead, the SoftBank-backed company has paid for