George at Asda has called on the services of former footballer turned Sky Sports and BBC Sport pundit Micah Richards as the face of its new AW26 menswear campaign.
The partnership taps into the growing intersection between football culture and fashion, bringing a fresh and relatable energy to the supermarket giant’s clothing arm.
It also aligns with George at Asda’s “If You Know, You Know” marketing campaign, which launched last month, with the aim of repositioning the brand as “a destination where both style and value exist together”.
Known for his energy, humour and personal style off the pitch, as well as his achievements as a former Premier League winner with Manchester City and as an England international, Richards has become one of the UK’s most recognisable voices in football.
He also co-hosts the hugely successful podcast and Netflix show, ‘The Rest Is Football’, alongside Gary Lineker and Alan Shearer – with the trio having previously forged a long-standing relationship on the BBC’s ‘Match of the Day’.
Richards is captured in a series of images sporting the new George at Asda AW26 menswear collection, which features relaxed tailoring alongside textured overshirts and easy-to-wear separates, brought together in a warm palette of olive, chocolate, taupe and stone, with prices starting from £12.
Richards, who, as a Leeds native, shares a local connection with Yorkshire-based Asda, said: “I’ve loved working with George on this collection. I’m all about keeping things simple, with great-fitting clothes that look good, feel comfortable and don’t cost a fortune.
“It’s a range I’d happily wear every day, and I’m on a mission to let everyone know that George is a hidden gem for menswear.”
The collaboration marks the latest step in George at Asda’s ongoing evolution of its menswear offering.
In June, the retailer reported that it is stepping up investment in menswear as the category becomes a key growth area for the supermarket fashion brand, having recorded significant year-on-year sales growth.