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Millwall announce partnership with Goodwin Smith

4 November 2016

Club links up with British Men's Shoe Brand

Millwall Football Club is pleased to announce its partnership with British Men's Shoe brand Goodwin Smith.

Goodwin Smith all began back in 1928 – as many great things do - outside a pub. Two rival shoemakers stood face-to-face arguing about which one of them could make the better shoe – Ernie Goodwin or Walter Smith.

They soon found they shared the same ideals: a passion not just footwear but quality footwear…and a good night out on the town! After that argument outside the pub, Goodwin and Smith decided to join forces. And now, about 90 years later, little has changed. Although the infamous pub is long gone.

Under the leadership of Timothy Smith, the Great Grandson of Walter Smith, the company has developed the 'Goodwin Smith' brand to celebrate its two founders. Like Ernie and Walter, the Goodwin Smith ethos represents the epitome of the modern man who knows that though we may not all be cut from the same cloth we can chose our own footprint.

The partnership will give Lions fans a unique opportunity to purchase a pair of #BuckingGoodShoes from the Lions Store website here and in-store adding the perfect finish to their smart/casual look.

Jack Dyson, Brand/Marketing Manager at Goodwin Smith, said: "As a brand we was excited to hear of Millwall's interest in partnering with us for this season.

"The club's forward thinking approach to creating a unique retail experience for its fans is something that really appealed to us. Our existing GS Club fanbase will already know we like to make the most of our partnership and we’re excited to see what we can do with the club this season!"

Stuart Lock, Head of Retail at Millwall, said: "We are delighted to be working with Goodwin Smith for the remainder of the 2016/17 season.

"We're excited about this 'football meets fashion' partnership and I believe that it shows how much our retail operation is moving forward as we continue to cater for the modern football fan.

"We are looking forward to the partnership growing and being able to introduce more styles of shoes in the future."

Every Goodwin Smith shoe maintains the highest standard in footwear construction, click here to view the full range of shoes available.

For one week only (up until Friday 11th November, 5pm) Lions fans can benefit from 20% off all Goodwin Smith shoes available in-store or online. 


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