Drama Call and Manchester United Team Up for Second Collab...
Drama Call and Manchester United is a collab that just makes sense, it's a great way to bring the club closer to youth culture, especially in its own city...
Happy new week,
Drama Call and Adidas just teased their second collaboration with Manchester United and it’s a perfect example of how football kits have evolved far beyond the pitch. In today's football landscape, kits are not just team uniforms; they are cultural statements, marketing machines, and vital tools for fan engagement and commercial success.
For my non Gen Z readers, Drama Call is a Mancunian streetwear brand that has become a household name in the UK streetwear scene. Drama Call first linked up with the club back in 2023, for their first ever football collab, producing a modified replica of the Red Devils’ iconic 1988 third kit and it looks like for their second drop they’re dropping a full capsule collection.
Full launch details are still under wraps, but the teaser video shows Yoro and George wearing both long and short sleeve variations of the club’s recent ‘Bring Back’ range – celebrating United’s 1991 UEFA Cup Winners’ Cup win. Whilst Garnacho and Casemiro wear an all-black hoodie and zip-up respectively. A Drama Call x Manchester United x Adidas football also makes an appearance, marking the first time the brands have produced a non-clothing related product.
This collab works on multiple levels. First, it taps into Manchester’s local identity, Drama Call is a hometown brand, loved among youth who live and breathe both football and fashion. By aligning with a brand that authentically represents street culture, United is deepening its connection with a younger generation of fans and also connecting with fans who may not be too concerned with the on-the-pitch stuff.
Second, it’s a commercial win. With United underperforming on the field, the club has to double down off the field. Partnerships like this keep fans emotionally invested and financially engaged. Third, it’s all fully aligned - earlier this year Drama Call partnered with Adidas, Manchester United's official kit supplier. Their "Head North" campaign, launched in March 2025, paid homage to Manchester's iconic Metrolink system, featuring teal accents reminiscent of the city's trams and a city map imprint on the insole of the reimagined Superstar II sneakers. The exclusive release had a dedicated pop-up event in Manchester, drawing significant attention and long queues, underscoring the brand's strong connection with the local community.
In a season where results on the pitch haven’t met expectations, it’s off-the-pitch moves like this that show how clubs can still win. Collaborations like Manchester United x Drama Call x Adidas do more than just generate buzz, they tell stories that resonate, especially with the next generation of fans. By tapping into local identity, youth culture, and global brand power, this partnership reflects the future of football marketing, which is rooted in authenticity, creativity, and community.
This isn’t just a big club giving a local brand a platform—it’s a mutually beneficial relationship. United lends Drama Call global exposure, while Drama Call brings the club closer to youth culture, especially in its own city. Together, they’ve built a campaign that thrives on the power of Community, Culture, and Content, three pillars that drive real fan connection. In embracing a brand that lives and breathes Manchester, United is showing how football clubs can stay relevant, relatable, and commercially successful even when the results on the pitch fall short.