George at Asda partners with female football charity on World Cup apparel

George at Asda scored a partnership with the Miss Kick foundation, which sees the two partner up on an exclusive range of World Cup-ready tees and pyjamas.

In the run-up to the highly-anticipated FIFA Women’s World Cup,  the discount supermarket is supporting girls’ grassroots teams and future coaching stars with donations to the Miss Kick Foundation as part of Asda’s Better Starts programme.

The Miss Kick Foundation is, ‘an inspirational foundation empowering women and girls to play and love football’. With rising costs for young talent playing from community-based clubs and parents feeling the pressure, the foundation's programme provides funding for girls aged 16-18 to gain their L1 coaching qualifications.

Alongside official FIFA products, George at Asda is also launching a range of own-brand t-shirts and pyjamas. 10% of each sale will be made to the foundation to support their Future Leaders Programme, which aims to inspire more girls to get into coaching.

Former footballer and Founder of the Miss Kick Foundation, Grace Vella, commented: "We are thrilled to be partnering with George at Asda at such an exciting time for women's football. It's great to see a range specifically celebrating women’s football so visible in a major supermarket, and it means so much to the community we represent.

"I have already received messages from the girls and their families excited to see the range in their local Asda. The money raised through sales will be vital to ensure we can continue our important work, and in the coming months, will help launch our Future Leader's Programme, fuelling the next generation of female coaches In England to ensure the game grows for years to come."