BIEBERGEMÜND/LONDON STRAUSS is the Official Workwear Partner of UEFA EURO 2028™ and is making the tournament the cornerstone of its new UK market strategy. Europe’s leading workwear brand is strengthening its presence in the United Kingdom across all relevant distribution channels, and, in particular, is expanding its physical availability in brick-and-mortar stores. Through recent partnerships with Premier League clubs Liverpool FC, Everton FC, Nottingham Forest and Fulham FC, STRAUSS has significantly increased its visibility. Between 2024 and 2026, the brand experienced double-digit sales growth. STRAUSS now intends to continue this growth trajectory with a broad UK campaign in connection with UEFA EURO 2028™.

EXPANDING RETAIL PARTNERSHIPS

The United Kingdom is one of STRAUSS’s most important international markets and, in 2026, ranks among the company’s fastest-growing. Between 2024 and 2026, UK revenue rose by more than 30 per cent. Over the same period, website traffic nearly tripled, and the number of orders increased by almost 50 per cent. Business customers account for more than 40 per cent of UK revenue. As Official Partner of UEFA EURO 2028™, STRAUSS aims to capitalise on this momentum and further expand its market presence. The focus is on increasing in-store availability with retail partners in home improvement, trade and agricultural retail sectors. Temporary pop-up stores in cities across the UK are also under consideration. ‘UEFA EURO 2028 offers us a unique platform to further expand our presence in the British market and reach new audiences – from professional users to retail partners,’ says Henning Strauss, CEO and owner of STRAUSS. Guy-Laurent Epstein, UEFA Executive Director of Marketing, comments: ‘We are delighted to extend our successful partnership with STRAUSS and welcome the company as a global sponsor of UEFA EURO 2028. Having worked together across our club competitions, UEFA EURO 2024 and our refereeing programme, this new agreement marks another important milestone in our relationship. Whether on the pitch or behind the scenes, UEFA and STRAUSS share a commitment to celebrating the people whose hard work and dedication make UEFA EURO 2028 possible, and we look forward to continuing our collaboration.’

STRAUSS LEVERAGES PREMIUM PARTNERSHIPS TO DRIVE UK EXPANSION

For its UK expansion, STRAUSS is consolidating its assets in the UK market. Alongside UEFA EURO 2028™, STRAUSS – as Official Partner of UEFA Refereeing – will also carry its logo on the referees’ sleeves at every UEFA EURO 2028™ match. The tournament partnership will also see STRAUSS on LED video boards and at the presentation of the 102 Referee Assistants’ Mascots: At each of the 51 matches, two children will accompany the referees as they walk onto the field. The campaign gains additional traction through existing Premier League partnerships. STRAUSS kicked off the new UK campaign in late October as the Official Workwear Partner of the Ballon d’Or ceremony at the London Palladium. Fittingly, Harry Kane, captain of the Three Lions, was crowned the winner.

WORKWEAR DEVELOPED SPECIFICALLY FOR THE UK MARKET

STRAUSS has always developed its products with the specific needs of its customers in mind. As its global presence continues to grow, the company adapts its workwear systems to local markets and conditions. Materials, fits, features and safety standards are tailored to reflect regional climates, industries, working environments and customer preferences. For the UK market, STRAUSS is introducing its e.s.line.nordic and e.s.line.core workwear collections, featuring pocket configurations designed around the carrying preferences of British workers. Both collections are available online at strauss.com.