Brand Values

It's hard to put a brand into words, as a brand should stir emotion. Like the roar of the crowd when a goal goes in or the heavy sigh when it doesn't.

But some words do spring to mind that conjure up the spirit of Mitre:-

Heritage
Genuine
British
Belief

Our products are the result of innovation built up over nearly 200 years. They are technically advanced and highly functional, but with the style to be worn or played with by supporters as well as professional players.

Mitre's a team player, sociable and friendly but with a winning mentality. We are strongly British and value fair play, honesty and loyalty above mere victory.

Mitre is passionately inclusive, with products for all ages and abilities. It's the people's sports brand: everyone gets picked.