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Published
May 13, 2021
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​Kick Game opens Birmingham store, inks ‘ground-breaking’ deal with rapper Fredo

Published
May 13, 2021

UK premium sneaker and streetwear specialist Kick Game has a double celebration, it opened its first store outside London in Birmingham and signed rapper and entrepreneur Fredo to a multi-million pound promotion deal.


Rapper Mist opened the new Kick Game store in Birmingham's Bullring & Grand Central


The retailer, which also has stores in London’s Covent Garden and Mayfair’s Burlington Arcade, has opened a store at the Birmingham Bullring & Grand Central.

Meanwhile, Kick Game co-founder Robert Franks called the deal with Fredo "ground-breaking for a business of our kind”. The partnership will see him host a number of events and launches at Kick Game stores over the next few years. 

To celebrate the brand’s third store opening in 12 months, Kick Game also partnered with British rapper and songwriter Mist whose ‘Shopping for Sneakers’ launch appearance at the Birmingham store attracted queues ahead of the official opening.

Kick Game, which offers “the rarest and most exclusive sneakers from Air Jordan, Yeezy, Off-White, Nike, Adidas and more” said the new store offers an assortment of activations and experiential programmes, with "A-lister collaborations and sneaker reveals in the pipeline, including exclusives for the Bullring store".

Alicia Thompson, managing director of Kick Game said: “The Bullring & Grand Central is one of the most iconic shopping destinations in the UK and it marks a momentous milestone for our brand, it champions the in-store retail experience that has been so missed in recent months”. 

She added: “Our online business has done very well over lockdown, but the physical and experiential retail experience is a huge part of our strategy – and what our customers love. We cannot wait to welcome customers into our new Birmingham store”.

Franks added: “Kick Game’s revenue over the last 12 months has grown from £2 million to £15 million, placing us as potentially one of the fastest-growing companies in our sector".

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