A brand new Manchester based sportswear brand has launched with their first running shoe. SUDU – which translates to ‘speed’, ‘velocity’ and ‘tempo’, announced the launch of their first Run menswear collection on Wednesday (May 29).
Their inaugural range includes 16 products including the brand's SRM 01. SUDU’s first shoe is designed to combine the technology of high end running shoes yet remaining comfortable and functionable to appeal to both casual joggers and dedicated athletes.
Along with the sneaker, the brand is also boasting a new 15-piece apparel collection featuring running vests, shorts, jackets, pullovers and more. 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.
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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 - boasting some of the biggest and best stadiums and leisure locations in Europe as its venue partners, including the likes of Ajax’s Johan Cruijff ArenA, the All England Lawn Tennis Club, The O2 Arena, Twickenham Stadium and the Tottenham Hotspur Stadium as just one of eight Premier League stadium partners.
Samuela Melidoni, head of design at Levy Merchandising, a new arm of Levy UK & Ireland of 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.”
Samuela adds: “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.”
Vinny added: “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 are 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 are working hard 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 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 to progress. Meanwhile, the Train fitness range will bring consumers gym bag staples that make every bead of sweat a badge of honour.
