New Manchester-based sportswear brand, SUDU – which translates to speed, velocity and tempo – has announced the launch of its first Run menswear collection.
The brand has received the backing of Levy UK & Ireland – part of FTSE 100 company Compass Group PLC, and a market leader in the world of sports and entertainment experiences – and boasts some of the biggest and best stadiums and leisure locations in Europe as its venue partners.
The brand’s new 15-piece apparel collection, including the SRM 01, SUDU’s first running shoe, features everything from running vests and shorts through to a comprehensive selection of jackets and wider layering options made from cutting-edge fabrics.
Blending style with function, the new range has been crafted to provide athletes of all abilities with the tools they can rely on to perform at their absolute best, as SUDU hopes to champion runners of all abilities to move with freedom and confidence, unleashing their inner athlete.
SUDU’s design lead Samuela Melidoni has been central to the range’s creation. Melidoni cut her teeth at sporting giants including Adidas, JD Sports, Fanatics and Berghaus, and SUDU will also lean on the scale and expertise of Levy UK & Ireland across tech, sustainability, data, ecommerce, buying and retail operations to ensure the shared values of excellence, quality, innovation and fair play come through in everything SUDU does.
Melidoni, head of design at Levy Merchandising, a new arm of Levy UK & Ireland which SUDU sits within said: “We’ve crafted the Run launch range with comfort, style and function in mind. Our first running shoe features a responsive Spring Foam+ midsole which bounces back to propel you further with every stride, while Speed Weave+ engineered mesh, silicone details on the tongue and heel and a plush collar that wraps around the ankle will keep you cool and comfortable.
“The full range has been designed using performance enhancing fabrics that blend functionality with aesthetic appeal. Across apparel, we’ve chosen lightweight, breathable, premium materials that move with you no matter the environment, so runners can effortlessly transition and layer up from trail, to about town, every day.”
Vinny Clark, CEO of Levy Merchandising, added: “With SUDU, we have big aspirations to build a leading brand that not only equips individuals with the tools they need to excel in physical pursuits but also empowers mindsets with every motion.
“We want to inspire and create a community of athletes who love pushing boundaries and achieving greatness, to help them unlock their full potential.”
SUDU is teaming up with Sported, the UK’s largest network of community groups, helping over 550,000 young people overcome barriers to reach their potential. The partnership will see SUDU support a number of different initiatives and programmes, with the vision to make running and sport even more accessible and fair for all.
This aligns with Levy’s strong commitment to people and the planet, supporting local communities and working with charities and outreach programmes, and all SUDU products have been sourced ethically working with factories who have undergone stringent audit processes.
Beyond the launch of the Run menswear collection, SUDU is working hard behind the scenes to bring the Play football, Train fitness and Rest lifestyle categories to market, as well as working with Levy ambassadors and a wider advisory board to inform the creation of women’s specific product collections across categories expected to launch from early 2025.
The Play football range will be focused on inspiring athletes to unleash their inner champions, from grassroots to the professional stage, with the Rest lifestyle range helping consumers find moments of recovery that fuel wins, recognising the power of pausing. Meanwhile, the Train fitness range will bring consumers gym bag staples that “make every bead of sweat a badge of honour.”
