George at Asda signs Micah Richards for new menswear campaign

George at Asda has named former Premier League footballer and broadcaster Micah Richards as the face of its latest menswear edit.  Richards will feature throughout the Autumn/Winter campaign, with the partnership activated across advertising, social media, PR, content and in-store activity.

The former England international has built a significant media profile since retiring from football, appearing across BBC, CBS Sports and Sky Sports, as well as co-hosting The Rest Is Football alongside Gary Lineker and Alan Shearer.

The partnership was brokered by sports marketing agency Pangaea 13, which connected George at Asda with Richards.