What Keep Attacking does

Keep Attacking Apparel Limited is a UK-based bespoke teamwear and custom athletic apparel company headquartered in Bordon, Hampshire, founded in 2021 by Brian Wood MC, a former British Army Colour Sergeant and Military Cross recipient. The company designs, manufactures, and sells custom teamwear using sublimation printing — a process that weaves full-color designs directly into performance fabric, eliminating post-production print or embroidery — across a catalogue that includes football, rugby, cricket, and boxing kits, military PT kit, training wear, cycling apparel, and a retail "Legacy Range" of t-shirts and hoodies. It sells direct-to-consumer through keepattacking.co.uk, runs dedicated Club Shop storefronts for individual clubs and regiments, and operates an enterprise sales motion for military and large-team bespoke orders with a 4-6 week fulfilment cycle and 18 stock fabric colourways.

The business model combines one-time bespoke teamwear sales (quote-based per order), retail e-commerce (unit-priced SKUs from £15 to £90), and dedicated Club Shops that serve as embedded reorder endpoints for specific organizations. Keep Attacking holds official licensing from the UK Ministry of Defence to produce authorized military PT kit and battalion wear, and is the Official Kit Supplier to UK Armed Forces (UKAF). Primary customer segments are UK military units (regiments, battalions, signals/logistics corps) and grassroots/amateur sports clubs, with secondary segments in education, corporate events, and individual consumers purchasing the Legacy Range. Pricing is per-unit for retail and quote-based for bespoke, with no subscription or recurring revenue mechanics. The company has completed 4,850+ bespoke orders, ships internationally, and operates with a small, founder-led team supplemented by a recently appointed Digital Marketing Director.

Name

Keep Attacking

Legal name

Keep Attacking Apparel Limited

Website

https://keepattacking.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Custom Apparel / Bespoke Teamwear Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911), Apparel Manufacturing (315)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Bespoke teamwear
• Custom sports kits
• Military PT kit
• Sublimated apparel
• Performance athletic wear

Headquarters

HQ city

Bordon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Bespoke Teamwear Sales: Custom-made teamwear for sports teams, military units, and organizations. Orders are placed through an online order form with a 4-6 week manufacturing timeline. Includes sublimated designs, custom colors, logos, and personalization.
2. Retail E-commerce: Direct sales of pre-designed products including Legacy Range apparel, accessories, and standardized teamwear items through the company's e-commerce website.
3. Club Shops: Dedicated online storefronts for specific clubs and organizations, allowing team members to order personalized teamwear. Each club shop features custom branding and product offerings specific to that organization.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Keep Attacking manufactures and sells bespoke custom teamwear (military PT kit and sports kits for football, rugby, cricket, boxing and other sports) using sublimation printing that weaves designs directly into the fabric. The company also operates a direct-to-consumer e-commerce store selling standardized retail apparel (KA Legacy Range t-shirts and hoodies, performance training wear, cycling gear) and accessories, with dedicated Club Shops for individual clubs and organizations.

Product overview

Keep Attacking is a UK-based bespoke teamwear and custom clothing company founded by military veteran Brian Wood MC. The company operates as a unified e-commerce platform offering both bespoke custom teamwear manufacturing services and a retail product line. The core offering consists of three main product lines: (1) KA Legacy Range - the signature staple collection featuring classic t-shirts and hoodies that started the brand, (2) Bespoke Teamwear - custom made-to-order sports kits for football, rugby, cricket, boxing, and other sports, authorized by the Ministry of Defence, including Military PT Kit and Battalion Kit for military units, and (3) Mens/Womens Performance & Training apparel including cycling gear, training shorts, vests, and activewear. The company also operates Club Shops featuring branded sub-lines for specific clubs and teams including Headley Youth Football, Evolution Football, RLC Rhinos, PWRR, Club 59, and Infantry Cycling. Additionally, the company offers accessories including the KA Chunky Ribbed Beanie and the Double Crossed book by founder Brian Wood MC.

Differentiator

Problem solved

Functional benefit

Brands

• Legacy Range: Iconic styles from the brand's origins, refined and refreshed for modern wear - classic tees and hoodies carrying the classic Keep Attacking DNA with an updated edge
• Club Shops
• Military PT Kit

Products and services

• KA Legacy Range Signature staple collection of classic t-shirts and hoodies carrying the Keep Attacking DNA with an updated edge, sold as standardized retail apparel through the e-commerce website.
• Bespoke Teamwear Custom-made-to-order teamwear for sports teams including football, rugby, cricket, boxing, and other sports, featuring bespoke designs with custom colours, logos, crests, and sublimation printing. Includes design consultation, digital design review, and 4-6 week manufacturing.
• Military PT Kit & Battalion Kit Bespoke military PT kit and battalion teamwear officially licensed by the UK Ministry of Defence, including t-shirts, shorts, and custom garments with unit identity, battle honours, and regimental branding for military regiments, battalions, and squadrons.
• KA Legacy T Shirt Black Classic tri-blend fabric unisex t-shirt in black with white KA logo, breathable and lightweight, designed for those who move with purpose.
• KA Legacy Hoodie Black Edition Soft cotton-faced fabric hoodie with brushed back fleece, offering warmth without bulk, featuring black-on-black KA logo for the original stealth look.
• Mens Opus Zip Hoodie Premium lightweight training jacket with adjustable lined hood, kangaroo pockets, and reflective heatseal prints, constructed from 230 gsm brushed back 100% polyester fleece.
• Racerback High Performance Vest Cutaway design performance vest with premium soft polyester interlock fabric, lightweight, breathable, anti-cling with wicking technology for quick-dry comfort.
• Mens Koura Performance T Shirt Crew neck collar performance tee suitable for resistance training, tours, and indoor/summer track sports, made from 150gsm micro interlock polyester fabric with wicking technology.
• Gild Training Shorts High performance training shorts with two front slip pockets, premium quad-stretch microfibre fabric, lightweight, breathable, anti-cling with wicking technology for quick-dry comfort. Available in black and dark grey.
• Womens Performance Leggings Womens athletic leggings with 80% Recycled Polyester and 20% Elastane, featuring wider comfort waistband, strategic phone pocket, 4-way stretch, UPF 30+ UV protection, and anti-bacterial fabric protection.
• KA Legacy T Shirt Black Edition Classic tri-blend fabric unisex t-shirt in black with black KA logo for a subtle, stealth aesthetic, breathable and lightweight.
• KA Legacy T Shirt White Classic tri-blend fabric unisex t-shirt in white with black KA logo, breathable and lightweight, designed for those who move with purpose.
• Mens Elite Performance Cycling Jersey Premium Italian fabric cycling jersey with full sublimation print, three back pockets, and zipped valuables pocket, made from 130gsm single jersey (86% polyester/14% elastane).
• Mens Performance Cycling Bib Performance cycling shorts with premium Dolomiti multi-layered chamois pad (8mm/6mm/4mm protection gradient), made from 210gsm 82% polyester/8% elastane Italian Carvico Aspen fabric.
• Womens Elite Performance Cycling Jersey Womens premium Italian fabric cycling jersey with quick-dri wicking and 4-way stretch, tailored for women with performance-focused construction.
• KA Chunky Ribbed Beanie Thick ribbed knit beanie for cold conditions, built for training, downtime, or outdoor activities with heat retention and Keep Attacking branding.
• Double Crossed Paperback Book (Signed Copy) Sunday Times bestselling memoir by founder Brian Wood MC, recounting his military service, the Battle of Danny Boy in Iraq, his struggle with PTSD, and the Al-Sweady Inquiry, sold as a signed author copy.
• Club Shops Dedicated online storefronts for specific clubs and organizations, featuring custom branding and personalized teamwear products specific to each organization, with team members ordering bespoke items through their dedicated club shop.
• Womens Opus Racer Back Vest Womens racer back vest with pinhole mesh V insert and elasticated woven back neck tape, featuring curved bottom hem and KA logo heatseal chest print, made from 150 gsm 100% Polyester Interlock. Available in blue and pink.
• Womens Opus V-neck T-shirt Womens v-neck performance t-shirt with ergonomic curved chest panel, 240 gsm Poly Elastane Jersey with 8% Elastane content, designed for workouts, outdoor training, and gym sessions. Available in pink and black.
• Headley Youth Football Club Official Match Kit Official Headley Youth FC custom match kit in yellow and tonal yellow with black detailing, a sublimated football kit for matchday with professional finish and team identity replication.
• Headley Youth Football Club Official Goalkeeper Match Top Headley FC goalkeeper custom match top in purple and tonal purple design, a sublimated football matchday kit for goalkeeper use with professional finish.
• Twyford x Keep Attacking Cricket Shirt Personalised Twyford x Keep Attacking cricket shirt with crossover V neck and fold over collar, premium polyester interlock fabric with quick-dry wicking technology for T20 cricket performance. Available in adult and youth sizes.
• Club 59 T Shirt (Pre-order) High performance Club 59 t-shirt in black with crew-neck collar, premium polyester interlock and pindot fabrics, breathable and wicking. Available via pre-order with 4-6 week delivery.
• Infantry Cycling T Shirt (Pre-order) High performance Infantry Cycling t-shirt with high point raglan sleeve and premium polyester interlock fabric, lightweight, breathable with wicking technology. Pre-order with 6-7 week delivery.
• Yorkley AFC x Keep Attacking Polo Shirt Yorkley AFC x Keep Attacking polo shirt with knitted collar and premium polyester interlock fabric with wicking technology, available in youth and adult sizes.

Quantifiable outcome

• 4850+ bespoke teamwear orders completed
• +2 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Dell Technologies Management ChallengeminorGTM or Marketing Partner · 4 June 2026Keep Attacking provided bespoke teamwear for Mission Team 4 at the Dell Technologies Management Challenge 2026 held in Brecon Beacons National Park. The team finished 3rd overall across two days of adventure racing, management challenges, and teamwork activities. KA supported the team with breathable MT4 tops designed for the demanding multi-discipline event.
• Ultra4CharityminorGTM or Marketing Partner · 1 October 2025Partnership for Tunisian Sahara Desert ultra-marathon event. Keep Attacking is official brand provider for the Iconic Tee. Events support military charities including ReOrg Charity, Head Up Charity, The Not Forgotten, and Team Forces UK. Challenges include 25km, 50km, and 100km distances.
• Synergy Success NetworkminorStrategic or Co-development Partner · 12 April 2025Partnership for KA events including assault races and team building activities. Synergy Success Network delivered military-style warm-up sessions for KA events. Events include 4-mile and 8-mile runs with military PTIs, woodland trails, water obstacles, and natural terrain challenges.
• Force Media HQminorGTM or Marketing PartnerYouTube partnership for founder Brian Wood MC interviews with military figures like Jason Fox. Content focuses on mental health, resilience, and the Keep Attacking mindset.
• UK Armed Forces (UKAF)coreStrategic or Co-development PartnerOfficial kit supplier to UK Armed Forces. Keep Attacking equips military athletes across all disciplines with kit built for performance, identity, and purpose. Partnership covers multiple sports within the armed forces.
• Ministry of DefencecoreStrategic or Co-development PartnerOfficial licensed products for the Ministry of Defence. Keep Attacking is authorized and certified by the MOD to produce bespoke military PT kit and battalion wear. Products meet specific military standards and requirements.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hummel: Danish sportswear brand with strong presence in custom teamwear for football, handball, and other sports. Overlaps with Keep Attacking in custom team kit manufacturing and club-level GTM.
• Joma: Spanish sportswear brand with significant custom teamwear presence across European football and other sports. Comparable to Keep Attacking in club-level custom team kit manufacturing and pricing.
• Puma Teamwear: Global sportswear brand offering custom team kits across football, running, and training. Comparable to Keep Attacking in sports team custom kit offering but with broader portfolio and significantly larger scale.
• Macron: Italian sportswear manufacturer specializing in team kits for football, rugby, basketball, and other sports with bespoke customization. Comparable to Keep Attacking in custom teamwear manufacturing and club partnerships across Europe.
• Adidas Teamwear: Global sportswear giant operating a substantial custom teamwear and club kit business through miTeam and similar platforms. Comparable to Keep Attacking in sports club target market but with vastly greater scale, capital, and brand reach.
• Errea: Italian sportswear manufacturer with strong custom teamwear business for football, volleyball, and other sports. Comparable to Keep Attacking in bespoke sublimation manufacturing and club-focused sales model.
• Nike Team Sports: Global incumbent offering custom team kits via Nike By You and team sports programs. Overlaps with Keep Attacking in sports teamwear but operates at vastly larger scale with broader product portfolio.

Direct peers

• Surridge Sport: UK-based bespoke teamwear manufacturer offering custom kits for sports clubs, schools, and corporates with sublimation and embroidery. Directly comparable to Keep Attacking in target customer (grassroots and semi-pro sports clubs), customization model, and product categories.
• Zeco: UK teamwear specialist providing custom printed and embroidered kits for football, rugby, and other sports. Closely comparable to Keep Attacking in bespoke model, club shop functionality, and team sports customer base.
• Custom Kit UK: UK bespoke teamwear supplier offering sublimated kits for sports clubs with online ordering and design tools. Comparable to Keep Attacking in custom sublimation manufacturing, club-focused GTM, and made-to-order operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/keep.attacking
• LinkedInlinkedin.com/company/keep-attacking

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Keep Attacking