AIFF launches #BackTheBlues merchandise

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The All India Football Federation has launched an exclusive limited edition lifestyle fan merchandise for the Indian National Football Team in collaboration with The Souled Store.

The exclusive merchandise will have fan’s official #BackTheBlue theme tagline with AIFF logo for the authenticity of the product.

AIFF aims to provide a unique opportunity to the Indian football lover to express their fandom. The merchandise collection has wide range of round neck T-shirts, Polo T- shirts, wristbands, badges, phone covers, posters, among others, and is economically priced between Rs 59 and Rs 649.

Considering that Nike is selling the Fifa U-17 World Cup India jersey at INR 4,695, the AIFF merchandise is extremely reasonable priced and within the reach of an average Indian football fan.

The initiative was launched in collaboration with The Souled Store, report agencies.

The limited edition fan gear will be available online on in addition to select e-commerce websites like, and

AIFF hopes the limited edition collection will empower the fast growing football fans to express their support, experience the Indian teams journey and feel closer to their favourite players.

“We are delighted to present the attractive range of merchandise collection for our extremely passionate and fast growing football fans,” said AIFF General Secretary Kushal Das. “Their love for Indian football and the passion to #BackTheBlue has been the unique factor in designing the merchandise.”