CASE STUDY

Wrexham AFC is no ordinary football club. With a rich heritage and newfound global appeal following its 2020 takeover by Ryan Reynolds and Rob McElhenney, Wrexham has been on a meteoric rise through the English football system.

After securing promotion from the National League in 2023 and again from League Two in 2024, the club entered the 2024–25 season with one goal: a third consecutive promotion. An achievement that had never been accomplished in the top five tiers of English football.

We at Infinity Inc. were brought in at a pivotal moment, tasked with helping the club and its supporters celebrate what would become a once-in-a-generation moment.

Wrexham’s vision was clear: if the team achieved a third consecutive promotion, it needed to be marked with more than just headlines. The club wanted to celebrate in a way that would unite its global fanbase and allow supporters to wear a piece of history.

Our challenge was to create a bold, engaging merchandise range that captured the spirit of this historic run and to have everything ready to go the moment promotion was confirmed. With the final matches still ahead, our creative and production teams had to work quickly and precisely, balancing the uncertainty of timing with the certainty of high demand.

This was never going to be a standard merch drop. It was about storytelling through design, commemorating a record-breaking milestone, and executing under pressure, something the Infinity Inc. team thrive on.

From the start, our in-house design team knew this moment called for something special. We developed a collection centred around the theme “Back to Back to Back”. A phrase that would come to define Wrexham’s historic achievement. 

To make the range truly authentic and connected to the club’s identity, we incorporated the official Wrexham AFC font throughout the designs, ensuring it felt like a true extension of the club. We also proudly featured the Welsh dragon, a symbol of strength, pride, and national identity, to honour Wrexham’s roots and resonate with fans across Wales and beyond.

The result was a bold, modern, and instantly iconic collection that celebrated the club’s momentum while appealing to supporters of all ages.

Working closely with the club, we prepared a full product range that would be ready to launch the moment promotion was secured. The collection featured:

• Junior and adult t-shirts
• Scarves
• Tote bags
• Lanyards
• Pint glasses
• Mugs

We ensured that every item combined quality, creativity, and club pride - ready to meet the moment and the massive wave of demand we anticipated.

As soon as Wrexham clinched their historic third promotion, officially becoming the first team to achieve three consecutive promotions across the top five tiers of English football, we moved straight into production. Because of our preparation and close collaboration with the club, we were able to launch the collection with no delays.

The range dropped exclusively through the club’s online store and instantly resonated with fans. From lifelong locals to new international supporters, the response was overwhelming. 

Key pieces of the "Back to Back to Back" collection sold out rapidly, proving just how strong the connection is between Wrexham AFC and its supporters - and how powerful the right merchandise can be in amplifying a historic moment. 

At Infinity Inc., we don’t just produce merchandise - we help brands and communities celebrate what matters most. Being part of Wrexham AFC’s incredible journey has been an honour, and we’re proud to have played a role in commemorating a moment that will live on in football history.