A new UK sportswear brand, SUDU, has confirmed the launch of its first running collection, with ‘speed’, ‘velocity’, and ‘tempo’ positioned as its core brand ethos.
SUDU is headquartered in Manchester, UK, and has aspirations to be a leading brand in the running space. Its first ‘Run’ collection features 16 products across footwear and apparel.
The new brand has received the backing of Levy UK & Ireland – part of FTSE 100 company Compass Group. Levy operates in the world of sports and entertainment experiences, boasting some of the biggest and best stadiums and leisure locations in Europe as its venue partners.
SRM 01 is SUDU’s first running shoe, featuring a blend of responsiveness and comfort. The brand’s new 15-piece apparel collection features everything from running vests and shorts through to a comprehensive selection of jackets and wider layering options.
Central to the range’s creation has been SUDU’s design lead, Samuela Melidoni, whose experience spans the likes of adidas, JD Sports and Berghaus. SUDU will also lean on the reach of Levy UK & Ireland across tech, sustainability, data, ecommerce, buying and retail operations.
Samuela Melidoni, Head of Design at Levy Merchandising, a new arm of Levy UK & Ireland within which SUDU sits, 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, said “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.”
In line with this, SUDU is teaming up with Sported, a UK charity 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, with the goal of making running and sport more accessible.
Beyond the launch of the Run menswear collection, SUDU is behind the scenes to soon bring further 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 various categories expected to launch from early 2025.
