About Subside Sports
Company Profile

Subside Sports is owned by cousins Richard and Jerry Smith and was formed by them in 1997. It is one of the very first companies to offer official football shirts online to a worldwide audience. Our original mission was to provide fans with access to unique and exciting product thus far only available in local markets throughout the world. As brands woke up to the fact that people were not just following UK based teams we were able to source locally and build our product range further.

After the success of the 2002 World Cup in Japan and Korea we opened Subside Germany in 2003 with a shop in central Berlin. This was primarily to service the important German market in the approach to World Cup 2006, but also to expand our sourcing capabilities directly from the heart of two of the world's major sportswear brands, Adidas and Puma.

Since then we have also launched local operations in Japan, USA and France, with further expansion expected over the coming years to allow unprecedented levels of localised customer service. As we expand then we will grow our product range and services to meet the demands of the 21st century consumer in a global internet world. We have sent product to over 90 countries, and with major logistical investment and overhaul of our websites are staying at the forefront of internet retailing standards. Less gimmicks, more product.

Nowhere else are over 4000 lines of official football apparel available to order secure in the knowledge that the company places total emphasis on customer satisfaction and total authenticity. It is how we built our reputation, and we will never lose sight of this.

Official Shirt Printing

Perhaps the biggest area of growth for our company has been that of the official shirt printing division. A highly experienced team of operators take enormous care to make sure that your shirts are printed with the attention to detail learned from our insight into the Japanese retail market, where accuracy and pride is the only mantra that matters.
(Click here find out more about our Name & Numbering service). The original fan takes pride in his/her shirts, and always wants the best... in turn, these are the customers we treasure. Subside have built up an extensive range of original shirts, officially licensed reproductions and generic retro products to suit varying budgets. It was, and continues to be a badge of honour for many to be wearing shirt styles that give association to eras of football that give real connection to their clubs heritage. Thankfully the brands are increasingly allowing us to buy into their back catalogue of styles, driven totally by customer demand.


In 2009 Subside were very proud to start associations with two charities, the Royal British Legion and SOS Africa. We appreciate that consumers are searching for innovative products with an increasingly social conscience.

Subside's profile has always remained relatively high in comparison to its size and one of the reasons for this has been attributed to the consistently high standard of product photography. Strict quality control ensures all products faithfully reproduce colour and appearance as closely as possible on all web and print marketing to maximize customer satisfaction.

With a dedicated team of staff, Subside will continue to push our user experience in a highly competitive marketplace, but are always open to suggestions and feedback from our customers.

Thank You

Many thanks for your interest in Subside, we hope this is an insight into how the company operates. If you have any comments then please email us directly at

Jerry and Richard Smith.