Freshfields advises Como 1907 on the launch of luxury fanwear platform “RHUDE 4 FANS”

Global law firm Freshfields is advising the soccer club Como 1907 on the global launch of RHUDE 4 FANS (R4F) through its retail affiliate Sent Retail. The scalable platform is designed to reposition club merchandising at the intersection of sports, fashion, and culture.

The project features aspirational capsule collections created in collaboration with global soccer partners (such as Al-Ittihad Saudi Club , AIUla Football Club, Como 1907, Everton Football Club, Los Angeles Football Club, Pisa Sporting Club, and Tottenham Hotspur Football Club). The collections will be distributed globally throughout 2026 via selected retail partners, premium department stores, official club stores, and direct-to-consumer channels.

The Freshfields multidisciplinary Entertainment, Sport and Media team was led by partner Giancarlo D’Ambrosio (corporate, Milan), consisted of David Brooks (IP, London), Ludovico Goglino (corporate, Milan), and Ben Cohen (IP, London).