7 May 2025 - 6:43 PM
Photo
PR | Tom Beahon co-founded the British sportswear brand Castore with his brother, Phil, in 2015.
Challenging Nike and Adidas was never meant to be easy — Castore’s co-founder Tom Beahon on setbacks and staying the course
- British sportswear brand Castore has had a rapid rise since being set up in 2015, but over recent years has lost kit deals with football clubs across Europe amid difficulties over quality and supply issues.
- With 21 football kit deals across Europe and a sub-license agreement with Umbro, Castore is looking to expand globally, and its first deal with a Saudi Pro League club is on the way.
- Why it matters: The brand is heavily focused on “continuous improvement” and remains bullish about its strategy of challenging Nike and Adidas by focusing on product innovation and the use of data and digital channels to help clubs grow their revenues.
- The perspective: Castore has sought to disrupt a football kit market dominated by the big sportswear giants, and its journey so far highlights both the opportunities and hurdles facing challenger brands.
Since Castore was founded by brothers Tom and Phil Beahon back in 2015, the British sportswear brand has experienced a remarkable rise.
In November 2024 the Manchester-based company was named the UK’s fastest growing retailer by Retail Index, based on revenue growth over a two-year period. This came after Castore’s valuation increased to almost £1 billion in November 2023 following a fundraising deal.
Get instant access by signing up for a 7-day free trial
No credit card, no commitments, and it will expire automatically.
You will receive a link that activates your trial in an email.
