London touchdown: Mitchell & Ness link with NFL’s Minnesota Vikings for Soho store takeover

London has just played host to the first of three American National Football League games and to support and promote the event, fashion brand Mitchell & Ness has hosted a related week-long pop-up store on Wardour Street in Soho.

The retailer linked up with the Minnesota Vikings, who played New York Jets in the first match on Sunday (6 October), in a partnership to launch the ‘Three Deep’ collection which honours the Vikings’ legendary wide receiver trio Cris Carter, Randy Moss and Jake Reed.

It features classic NFL designs with limited collection bespoke T-shirts and hoodies, available only in-store until 8 October.

For the uninitiated, Carter, Moss and Reed are renowned as one of the greatest set of positional players in NFL history. They live long in the folklore of the Vikings leading the team to a 15-1 season in 1998 with a combined 33 touchdowns between them. So the drop features different graphic tees and hoodies with one design for each player and a standout that features the trio.
 
Meanwhile, all three made a promotional appearance at the Mitchell & Ness store pre-match in Soho on Saturday afternoon.
 
The partnership between Mitchell & Ness and the Minnesota Vikings “highlights the team’s passion for new and dedicated fans to express their enthusiasm for the sport with a diverse range that blend culture, style and legacy”, we’re told”.