George Best didn’t just change the world. He made it look easy.

Before anyone was talking about footballers as style icons, George Best was doing it. He’s the boy from Belfast who set trends, opened boutiques, and showed the world that footballers could live with the kind of flair that he played with.
We are working with a group of likeminded partners and collaborators to continue his legacy.

A devotee of adidas boots during his lifetime, George is currently partnered with the iconic brand in a three-way collab with MUFC commemorating his greatest night: scoring in and winning the 1968 European Cup final.

George has been a mainstay on EA’s FIFA platform for eight seasons. Now in the Team of the Year, he’s one of the game’s most valuable cards, known globally by millions with a legacy set to continue into future decades.

Based less than half a mile from the Cliff training ground where George honed his craft, Year 3 fashion students from the University of Salford, in conjunction with the faculty and senior lecturers, helped visualise and work up concepts around the Best brand. The partnership will develop closely as the brand evolves.