AEW is currently hosting its Continental Classic tournament, but there are several other significant developments happening within the promotion both on and off the wrestling stage. One key event is a new merchandise partnership that has likely been in progress since AEW and New Japan arrived in the UK for the Forbidden Door event in August.
On Tuesday afternoon, UK-based wrestling apparel brand BLKSMTH announced an official partnership with AEW via X. Later that day, a press release detailed that the collaboration will involve working directly with AEW’s top stars to produce an officially licensed clothing line. The initial launch will feature soccer jerseys representing AEW talents Willow Nightingale, Darby Allin, Kenny Omega, and Swerve Strickland.
Previously, AEW teamed up with BLKSMTH for Forbidden Door merchandise, a connection probably facilitated by New Japan, who has a history with the apparel company. Like the upcoming collection, the Forbidden Door lineup featured jerseys inspired by Nightingale, Allin, Omega, and Strickland, offered in limited numbers at the event. These jerseys have sold out, leading to a permanent partnership between AEW and BLKSMTH.
Beyond AEW and New Japan, BLKSMTH also creates gear for TNA and individual wrestlers such as AEW’s Will Ospreay, Josh Alexander, Lio Rush, and “Speedball” Mike Bailey, along with TNA’s Leon Slater and Mike Santana, WWE’s Alex Shelley, and British wrestling star Michael Oku. Their product range includes T-shirts, tracksuits, pants, jackets, and other accessories.
Fan Take: This partnership is exciting for AEW fans because it brings high-quality, officially branded merchandise directly linked to their favorite stars, enhancing fan engagement. It also highlights AEW’s growing influence and collaboration with global wrestling brands, signaling a bright future for the sport’s merchandise market.
