KitKing
KitKing is a UK-based wholesale teamwear supplier, founded in 1992 and headquartered in Loughborough, distributing sportswear from 20+ major brands (Nike, adidas, Puma, Macron, Joma) to grassroots football clubs, sports clubs, schools, colleges, universities, and government bodies, with in-house personalisation services and customised club shop portals.
- Company typePrivate
- Founded1994
- HeadquartersLoughborough, United Kingdom
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
KitKing firmographics
Firmographics- Name
- KitKing
- Legal name
- Kitking Ltd.
- Website
- https://kitking.co.uk
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Short description
- KitKing is a UK-based wholesale teamwear supplier, founded in 1992 and headquartered in Loughborough, distributing sportswear from 20+ major brands (Nike, adidas, Puma, Macron, Joma) to grassroots football clubs, sports clubs, schools, colleges, universities, and government bodies, with in-house personalisation services and customised club shop portals.
- Ownership category
- akta.pro rank
KitKing industry classification
Industry- Product category
- Sports Teamwear Wholesale
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting Goods Retailers (45911)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Equipment & Apparel Distribution (CRAOAJAA)
- akta.pro secondary industries
- Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG), Team Sports Equipment & Uniforms Retail (CRAMABAE)
Keywords
Where KitKing is headquartered
LocationHeadquarters
- HQ city
- Loughborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
KitKing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Teamwear Product Sales: Sale of sportswear products including football kits, training wear, equipment from Nike, adidas, Puma, Macron, Joma and other major brands. One-time transaction model with prices ranging from budget to premium items.
- Personalisation Services: Customisation services including printing, embroidery, badges for teamwear. Additional charges for artwork creation (£25), digitisation (£25 setup for new badges), Pantone colour matching (£25 per colour).
- Club Shop Subscriptions: Customised portal services for clubs providing branded online shops. Revenue generated through product sales within the club shop ecosystem.
- Partner Club Programs: Nike Partner Club and KitKing Partner Club programs offering exclusive discounts and benefits to partner clubs, driving volume purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across multiple brands |
| Unit Pricing | Pay-as-you-go | Clearance/While Stocks Last |
| Subscription | Annual | Education and Club Partner pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
KitKing product offering
Product offeringCore offering
KitKing is a wholesale supplier of sports teamwear and equipment, distributing football kits, training wear, and apparel from major brands (Nike, adidas, Puma, Macron, Joma, Canterbury, Umbro, and others) to clubs, schools, universities, and other organisations. It complements this product catalogue with in-house printing and embroidery personalisation services and customised Club Shop online portals that allow individual players, parents, and staff to order branded kit directly.
Product overview
KitKing is a UK-based wholesale supplier of teamwear and sportswear serving football clubs, sports clubs, schools, universities, and other organisations. The offering is built around a portfolio of third-party sportswear brands (Nike, adidas, Puma, Macron, Joma, Canterbury, and others) complemented by KitKing's own personalisation services and branded sub-programs. The core products include football match kits, training wear, equipment, and travelwear across multiple sports (football, cricket, netball, basketball, hockey, rugby, athletics, handball, volleyball). Beyond product supply, KitKing offers personalisation (printing and embroidery), custom Club Shop portals, and dedicated programmes for education institutions (KitKing Education) and partner clubs (KitKing Pro, Nike Partner Club, Puma King Club). The business operates on a B2B model, selling to clubs and organisations rather than individual consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Nike Partner Club Exclusive partnership program offering grassroots football clubs access to Nike teamwear with special pricing and benefits.
- Puma King Club Partner club program offering clubs access to Puma teamwear with exclusive deals and benefits.
- KitKing Sportswear Catalogue (multi-brand teamwear) Wholesale and retail catalogue of teamwear, training wear, equipment, and travelwear distributed from 20+ global sportswear brands (Nike, adidas, Puma, Macron, Joma, Canterbury, Umbro, Hummel, Kappa, Mitre, ERREÀ, Gray Nicolls, Surridge Sport, Stanno, Avec, Givova, Diamond, Samba, Jordan, and unbranded items). Targeted at football clubs, sports clubs, schools, colleges, universities, local authorities, and individual consumers in the UK and internationally.
- KitKing Education Dedicated service program for schools, colleges, and universities providing sportswear that reflects institutional identity. Offers personalised ordering portals, exclusive discounts, and access to leading sportswear brands with dedicated account management and partnership enrollment.
- KitKing Pro Partner club program for sports clubs offering exclusive deals, custom shop capabilities, and partnership benefits with KitKing and world sportswear brands.
- Personalisation Service In-house custom printing and embroidery service allowing clubs to add logos, names, numbers, sponsors, Pantone-matched colours, and other personalisation to teamwear. Includes a Technical Pack review process for customisation accuracy. Additional charges for artwork creation (£25), digitisation (£25 setup for new badges), and Pantone colour matching (£25 per colour).
- Club Shop Customised online shop portal for individual clubs providing players, parents, and staff with direct ordering capabilities, individual delivery options, and a club-branded shopping experience. Enables clubs to manage team kit orders without coordinating individual purchases.
Companies that use KitKing
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
KitKing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
KitKing partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, secondary and supporting.
- NikecoreKitKing is an official Nike teamwear supplier offering the complete Nike range including Park, Academy, Strike, Vaporknit, Tiempo, and Gardien collections. Provides access to Nike's full teamwear portfolio for clubs and institutions.
- adidascoreOfficial adidas teamwear stockist offering Tiro, Entrada, Squadra, Campeon, Striped, Tabela, Estro collections. Access to adidas football kits, training wear, and equipment.
- PumacoreAuthorised Puma teamwear distributor offering teamCUP, teamGOAL, teamLIGA, teamRISE, Casuals collections and Puma footballs and accessories.
- MacroncoreMacron teamwear stockist offering Total Look, Match Day, Goalkeeper, Referee collections. Includes Macron branded bags, jackets, and training apparel.
- JomacoreJoma teamwear supplier offering Championship, Winner, Combi, Danubio, Campus, Toledo, Olimpiada, Academy IV, Record, Universo collections and Joma bags.
- CanterburysecondaryCanterbury rugby and sports apparel stockist offering Canterbury-branded teamwear.
- UmbrosecondaryUmbro teamwear stockist offering Umbro-branded football and sports apparel.
- ERREÀsecondaryERREÀ sportswear supplier offering ERREÀ-branded teamwear.
- HummelsecondaryHummel sportswear stockist offering Hummel-branded apparel.
- KappasecondaryKappa sportswear supplier offering Kappa-branded teamwear.
- MitresecondaryMitre football equipment and teamwear stockist offering Mitre footballs and apparel.
- ShopifycoreEcommerce platform powering KitKing's online store at kitking.co.uk. Handles payment processing, order management, and website functionality.
- Google AnalyticssupportingWeb analytics service used to understand customer behavior and optimize website performance and marketing campaigns.
- DPDsupportingUK delivery partner providing next day delivery service for customer orders within the UK.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
KitKing competitors and assessment
Company assessmentDirect peers
- Pro Direct Soccer: UK-based premium football and teamwear retailer carrying Nike, adidas and Puma ranges with personalisation services. Directly comparable B2B/B2C teamwear distribution model targeting clubs and consumers in the same geography.
- Direct Soccer: UK football teamwear specialist offering kits and equipment from multiple brands with club shop and personalisation capabilities. Closely matches KitKing's grassroots football club focus and personalisation add-ons.
- Lovell Rugby: UK rugby-focused teamwear and equipment retailer carrying major brands with customisation. Comparable niche teamwear distribution model, although KitKing is football-led rather than rugby-led.
- Custom Kit UK: UK custom teamwear supplier offering multi-brand kits with embroidery and printing services to clubs and schools. Highly comparable business model to KitKing's personalisation-driven wholesale distribution.
Broad incumbents
- Sports Direct (Frasers Group): UK's largest generalist sports retailer with multi-brand teamwear, footwear and equipment. Operates in the same broad category as KitKing but at much larger scale with own-label and third-party brands.
- Decathlon UK: Global sports retailer with significant UK footprint offering teamwear and equipment across many sports. Competes with KitKing on price and breadth but lacks KitKing's club-shop and personalisation specialisation.
Emerging players
- Macron UK: UK distribution arm of Macron, an established teamwear brand. Overlaps with KitKing on Macron ranges but operates as a single-brand specialist rather than KitKing's multi-brand model.
- Joma Sport UK: Official Joma teamwear channel in the UK carrying Joma football and multi-sport ranges. Comparable on teamwear distribution for a single brand, overlapping with KitKing's Joma range.
- Team Sportswear (Stanno): Teamwear brand with its own UK distribution supplying football, hockey and other sports kits. Comparable product range to KitKing's Stanno offerings, serving clubs and institutions.
- School Uniform Shop: UK supplier of school uniform and sportswear with PE kit offerings to schools and academies. Comparable on the education vertical KitKing serves via KitKing Education.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
KitKing social profiles
Digital presenceKitKing financial estimates
Financial estimateRevenue estimate
Valuation estimate
KitKing leadership team
Management profileNumber of profiles
KitKing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KitKing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KitKing
What does KitKing do?
KitKing is a wholesale supplier of sports teamwear and equipment, distributing football kits, training wear, and apparel from major brands (Nike, adidas, Puma, Macron, Joma, Canterbury, Umbro, and others) to clubs, schools, universities, and other organisations. It complements this product catalogue with in-house printing and embroidery personalisation services and customised Club Shop online portals that allow individual players, parents, and staff to order branded kit directly.
Is KitKing a public or private company?
KitKing is a private company. It is classified as unknown and is currently operating.
When was KitKing founded?
KitKing was founded in 1994.
Where is KitKing based?
KitKing is headquartered in Loughborough, United Kingdom, in the Europe region.
How does KitKing make money?
Four revenue lines are on record. Teamwear Product Sales are the primary driver. The others are personalisation Services, club Shop Subscriptions and partner Club Programs.
Who are KitKing's main competitors?
Direct peers on record are Pro Direct Soccer, Direct Soccer, Lovell Rugby and Custom Kit UK. Broad incumbents are Sports Direct (Frasers Group) and Decathlon UK. Emerging players are Macron UK, Joma Sport UK, Team Sportswear (Stanno) and School Uniform Shop.
Does KitKing have an API?
No public API is recorded for KitKing.
What industry is KitKing in?
KitKing's product category is Sports Teamwear Wholesale. Its primary akta.pro industry code is CRAOAJAA, Team Sports Equipment & Apparel Distribution, with a secondary code of EDAEAIAG, Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards). Its NAICS code is 423910 and its SIC code is 5130.