One Premiership team has hired a creative director to expand its apparel offering, while Adidas in September launched an "exclusively off-pitch" apparel collection for some of the big-name teams it sponsors. "The love-in between football and fashion is only just beginning," said Richard Busby, CEO at sponsorship consultancy BDS Sponsorship. In August, Crystal Palace hired Kenny Annan-Jonathan as creative director focused on apparel. "We are experiencing hype around football jerseys and general designs influenced by football culture across streetwear and fashion," said Puma's global creative director Heiko Desens. "There's a risk of tension with existing fans whenever you start moving beyond the core culture," said Athens Kallithea's president and creative director, Ted Philipakos.

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Persons: Asanka Brendon Ratnayake, Kim Kardashian, Richard Busby, Mary Earps, Busby, Kardashian, Germain, Mia Regan, Kenny Annan, Jonathan, GlobalData, Heiko Desens, Puma, popstar, cleats, Pele, Rihanna, Graham Renwick, Prada, Ted Philipakos, Philipakos, Helen Reid, Catherine Evans Organizations: Soccer Football, FIFA, England, Soccer, LONDON, Adidas, Puma, Nike, Greek, Athens Kallithea, Paris Saint, Arsenal, Crystal Palace, Premier League club, FOOTBALL, Bayern Munich, Juventus, Manchester United, Real, Liverpool, Newcastle United, Italy's Venezia FC, Athens Kallithea's, Premier League, Bundesliga, Thomson Locations: New Zealand, Spain, Australia, Sydney, Brazilian, Real Madrid, Italian, Athens