KitKing

Chief Executive Officer

A. MISTRY GROUP

Building brands for home, health and holiday since 1976. Through acquisition and long term partnerships. 

Our portfolio:
KitKing.co.uk
TheHotWaterBottleShop.com
Coronation - Hot Water Bottles.
Aqua Safe - Swimming Acc.
La Siesta Hammocks
Noke - World's First Bluetooth Padlock & Bike Lock.
Kids Travel 2 Luggage.

Owners of KitKing.co.uk & Thehotwaterbottleshop.com, Kidstravel2.co.uk

Global Business Development Director & Investor (SME) 

WarsopCricketCoaching.com

Head Coach

Nottingham Trent University

Part Time Lecturer - Business & Marketing

Leicestershire County Cricket Club

Head Coach - U17 & U19 girls

D.i.P.S. Consultancy (Digital, internet of things, Products & Services)

Consulting startups & multi-national corporations (e.g. Reckitt Benckiser Group plc) on digital connected products & services - and how to go to market:

eCommerce/ Omni Channel Retailing
Ideation & Innovation 
Go-To-Market Strategy
Product Development
Product & Digital Marketing
Licensing

Consultant

Loughborough University

Elected by the Alumni to aid strategic thinking to Alumni Board.

Alumni Board Member

MCCU Assistant Head Coach

Teaching, Performance analysis sports on the world renowned Sports Science degree programme.

Responsible for teaching, assessment and setting exam papers. (Part time role)

Lecturer: Analysis Performance Sports

MISTRY & CO. LIMITED

www.mistryandco.com

The first Indian food brand to receive 3 stars in the Great Taste Award for our first product Little Dabbas.

Co-Founder

Speedo International Ltd

Responsible for the introduction of digital products within Speedo. Commercialising innovation developed by Speedo Aqualab and driven by consumer insight. Filed global patent for connected swimming device. 

Classic product management responsibilities of facilitating design, development and go-to-market for Speedo connected/digital products and wearable technologies.

Digital Product Manager

Utilising Speedo Aqualab technologies alongside consumer insight to develop commercial innovative product and marketing propositions. These propositions were presented to Speedo Global Brand Leadership Team enabling Speedo to make informed decisions regarding new product and proposition development.

Global Product Manager - New Product Development

Managing licensed contract, category & product management of Speedo Internationals Global Licensed Partners and exploring new licensing opportunities.
G.L.P. Categories include:
•Digital - Speedo Aquabeat MP3 Player & Aquashot Camera
•Optical - Sunglasses & Optical Frames
•Team Kit
•Timing - Speedo Aquacoach
•Wetsuits, Personal floatation devices & Bodyboards
•Bags & Accessories

• 2011 Pentland Group Chairman’s Award for World Class Brand Building & Product Innovation. Award for the successful launch of the Speedo Aquacoach Watch and Aquabeat MP3 player.

Global Product Manager: Licensed & Tactical Business

Canterbury of New Zealand

• Global Product Manager all Men’s Apparel (rugby & sports lifestyle) equating to approx. 27% of the EMEA business turnover. 
• Understanding and delivering product requirements for EMEA and lead direction for Global markets.
• Implemented global SMU process in order to maximize commerciality of product mix.
• Negotiated and signed sponsorship/licensed agreements with Hampshire & Yorkshire County Cricket Clubs & New Zealand Domestic & International Teams. Contractual, product management and sports marketing responsibilities for Cricket.
• Managing seasonal product mix for Canterbury/Guinness (Diageo PLC) for 3 year license agreement.

Global Product Manager: Men’s Apparel & Cricket

• Global Product Manager for Bags & Accessories.
• Product Management of Cricket & Tees line. 
• Transferred for 6 months to Australian office. Resulted in New Zealand cricket licensed sponsorship agreement.
•Create & Implementing EMEA Golf, Hockey & Football guerrilla marketing strategy incorporating buzz marketing.
• Product placement/buzz marketing within TV/Film industry.

Product Marketing Manager: Cricket & Bags/Accs & Tees

• Sat within product management team, with sports marketing responsibility. 
• Create and implement buzz marketing/product placement strategy for Canterbury Base layer. 
• Create and implement UK & Global Sales Strategy for Canterbury Base layer for Cricket channels. 
• Gaining exposure during the 2005 famous ashes series leading to consumer demand.
• Negotiate and signed a 3 year Base layer sponsorship with Surrey County Cricket Club.

Assistant Product Marketing Manager

Experienced investor and CEO with a demonstrated history of working in the consumer goods industry within a number of global brands. Specialising in Sporting Goods. 

A breadth of experience as an investor supporting start-ups through to retirement and distressed sales.

Proven ability to deliver results and inspire transformation in Marketing, Digital Strategy, Product Development & Innovation, Commercial Negotiation, Ecommerce & Wholesale Sales, Management, Licensing, Distributor Management, Account Management and Business Development. 

Specialties: 
SME M&A
Business Turnaround
Commercial Management
Strategic Planning
Business Development & International Business
Licensing
Contractual Negotiations
Partner Management
Category & Product Management
Leading managing and motivating a team
eCommerce
Sales, National Account & Global Account Management
Mentoring & Coaching roles to support talent pipeline

In 1996, Reebok paid $50 million to sponsor the Atlanta Olympic Games and thought they hit the jackpot.

Then Nike stole the show with a killer marketing stunt.

The Atlanta Olympics were supposed to be Reebok’s moment.

They’d poured millions into sponsorship deals, expecting their brand to dominate the world stage.

But when Michael Johnson stepped onto the track, all eyes were on one thing: 

His golden shoes. Custom-made by Nike, they were impossible to ignore.

And when Johnson didn’t just win gold but smashed the world record, that image became iconic.

Reebok was the sponsor, but Nike owned the moment.

Outside the stadium, Nike handed out thousands of branded flags.

So when the cameras panned across the crowd, all anyone saw was a sea of swooshes.

The result? 👀

→ 22% of Americans thought Nike were the official Olympic sponsor.
→ Only 16% named Reebok correctly.
→ Nike’s sales jumped 22%.

Reebok sued, but the damage was done.

A reminder that branding isn’t about who spends the most… it’s about who captures the moment.

And in 1996, Nike did exactly that.

Dips Patel

CEO of KitKing & KitQueen | Investor | Bestselling Author

Grassroots football isn’t a World Cup Final.

It’s a place for young kids to:

→ Feel a sense of belonging.
→ Develop teamwork skills.
→ Stay active & healthy.

It’s not:

→ A World Cup Final.
→ An opportunity to throw abuse at someone.
→ An opportunity to become the next Pep Guardiola.

Something that more parents need to remember when attending their children's games.

For kids, grassroots sport is all about freedom & growth,

And as parents, it’s our job to protect that… not destroy it!

Girls don't leave sports because they aren't strong and competitive.

They leave because the kit is uncomfortable and not designed for female functionality.

That’s why this launch with London Mavericks means so much to me. 

London Mavericks are now the first professional netball club to roll out a full Choice Kit range – from U15s right through to the NSL squad.

And I’m incredibly proud that KitQueen, together with Nike, has been able to play a part in making that happen.

For me, this is personal.

I’m a dad to two girls and married to a lifelong grassroots netballer.

I’ve heard the stories for years:

→ Not wanting to play because of the dress.
→ Loving the sport, but hating the kit.
→ Feeling exposed on court.

So we’ve set out to prove something simple:

Choice doesn’t have to mean “fully bespoke” or unaffordable.

By working with our suppliers and adapting Nike stock – adding Velcro so badges, numbers and partners can be applied to tees, vests and jumpers – we’ve created:

✅ More sustainable, repeatable kit.
✅ More options for girls and women.
✅ Price points that actually work for clubs.

Same court. Same badge. Same teammates.

Just the freedom to choose what you feel your best in.

If we want girls to stay in sport for life, this is the kind of shift we need to make.

And for us, this is just the start.

Last week, Nottingham Forest showed football at its very best.

They welcomed Stephen Crean, a 61-year-old Forest fan who was severely injured while protecting passengers during the Huntingdon train attack, to the City Ground.

Stephen received a standing ovation, a seat in the directors’ box, and a £10,000 donation from the club towards his recovery.

In a time when football can feel divided by rivalries, this was something different.

A moment that cut through the noise, where every fan, no matter the colour they wear, stood together in respect.

That’s what football should always be about.

Full credit to Forest for recognising Stephen’s bravery!

I don’t rely on luck. I rely on showing up.

Every major step in my career has been the result of being intentional—starting the conversations others overlook and stepping into opportunities before they’re obvious.

People often look at the acquisitions, the partnerships, the growth, and say:
→ “Right place, right time.”

But that’s not what drives progress.

Opportunities show up when you do.

Before social media, that meant standing in front of 600 people at university and making my pitch with conviction.

Today, it’s sharing ideas publicly, initiating conversations, and walking into rooms ready to connect.
It’s not always comfortable—but that’s exactly where the momentum is.

You don’t need luck.
You need the courage to show up and be seen—consistently, deliberately, and without apology.

The ACL crisis in women’s football isn’t new. And it isn’t random.

Women are 6x more likely to suffer an ACL injury than men.

And yet the research, funding, facilities, and training programmes designed specifically for female athletes are miles behind where they should be.

The result?

Some of the best players in the world, including top Lionesses, spending entire seasons on the sidelines.

But here’s the uncomfortable truth ⤵️

For decades, women’s sport has grown faster than the science supporting it.

→ Boots weren’t designed for women.
→ Training loads were copied from the men’s game.
→ Pitches weren’t prepared with female biomechanics in mind.

And the research that could prevent injuries simply wasn’t prioritised.

It’s not fair and it’s not sustainable.

If participation in women’s sport is exploding (and it is)…

If we’re seeing record attendances, record visibility, and record investment (and we are)… then the science has to catch up!

We need better data. Better studies. Better equipment. Better pathways. Better environments where female athletes aren’t adapting to a system built for someone else.

Because as incredible as women’s football has become, it shouldn’t come at the cost of players’ long-term health.

Progress shouldn’t stop at the pitch, it has to continue in the research labs too.

If we want the game to keep growing, we need the science to grow with it.

Behind every successful leader… there’s an unsung hero.

For me, that person was Carl Crowe.

Carl isn’t a name most people outside cricket will know.

He’s not on TV. He doesn’t chase headlines.

But to the players he’s coached, and to me, he’s world-class.

I first met him when I was working towards my coaching qualification.

While others were focused on drills, technique and data, Carl focused on people.

He had this rare ability to make every player feel seen, whether you were an international prospect or a club amateur.

He taught me that good coaching isn’t about control, it’s about creating the right environment for others to succeed.

I remember one session where I was pushing the group hard. He pulled me aside afterwards and said: “If you want them to believe in themselves, you have to let them fail first.”

It stuck with me.

That single sentence changed the way I coach, the way I lead, and eventually, the way I build teams in business.

Carl’s never chased recognition, but the people who’ve worked with him know exactly what he’s achieved.

He’s living proof that impact doesn’t need an audience.

True leadership isn’t loud, it’s the quiet voice that helps others find their own.

Something we've noticed over the past few months:

Clubs are quietly moving away from premium kit brands.

- Not because they don’t want quality.
- Not because they don’t value the players.
- But because £500 has to go further than ever.

In recent months, confidence among SMEs, the very people who sponsor grassroots sport, has dropped significantly. 

And when sponsors pull back, every pound matters more.

So instead of choosing a premium brand for a handful of players, clubs are choosing value-led ranges that allow them to kit out everyone.

- It’s a trend driven by pressure.
- It’s not a trend driven by preference.
- And it highlights something important:

Grassroots clubs are feeling the squeeze long before anyone realises it.

When local businesses tighten their belts, the community clubs they support feel it immediately, in kit choices, sponsorship levels, and the options they’re forced to make.

This is why partnerships like our project with AO.com matter so much.

Because when big brands step in with genuine support, they keep grassroots clubs alive through moments like this.

The kit still gets worn. The players still feel part of something. And the game stays accessible.

Premium or budget, the real goal is simple: make sure every kid can play.

The best sports marketing doesn’t shout. It just shows up where people already are.

Nike have just proved it again in Guangzhou.

Instead of rolling out another big-budget campaign, they’ve opened a tiny soup stall on the island where the city’s runners train.

→ No hype.
→ No LED screens.
→ Just a pot of traditional recovery broth, and a message the locals instantly understand.

It’s clever, but more importantly, it’s respectful.

Because when a brand takes time to learn a community’s habits, language and culture, the connection hits differently…

It feels earned.

For me, that’s what great storytelling in sport looks like:

Not trying to dominate the moment… but adding to it.
Not talking at people… but sitting alongside them.

And as someone who’s been fortunate enough to work with Nike, these are the campaigns that really stand out.

Simple. Human. Rooted in the culture they serve.

We’re about to see the number of grassroots players double over the next decade…

But here’s the problem, the number of facilities isn’t doubling with them.

Women’s and girls’ participation is booming across football, cricket and countless other sports.

Every week, more clubs are forming new teams, and more parents are driving their daughters to training.

But while the enthusiasm’s there, the infrastructure isn’t.

Clubs are battling for pitch time, and when push comes to shove, the women’s and girls’ teams are often left with the 10pm slots on cold Tuesday nights.

It’s not about intent, most clubs want to support the growth of women’s sport.

It’s about capacity.

Until investment in facilities matches the pace of participation, equality in sport will remain a headline, not a habit.

If we want the next generation of girls to believe football, cricket, or rugby is for them…

We can’t just make space in the schedule, we have to build it.

The true purpose of football isn’t winning… 

It’s giving back to the community that made the club what it is today. 

A photo of a Manchester United fan celebrating Benjamin Šeško’s goal went viral online.

His reaction mirrored what the entire crowd felt in that moment and it caught the attention of Šeško’s agency, who set out to find him.

They did, and Šeško invited him to Carrington to meet him and the team.

A small gesture that meant the world to the fan.

Because football isn’t just about the players on TV, it’s about the people behind the scenes who are pushing the club forward.

That’s what makes it special!

We need to see more brands doing stuff like this ⤵️

Palace and Nike have just brought a new kind of project to life in South London.

A historic Victorian bathhouse has been transformed into a free-to-access community space, complete with a skatepark, football cage and gallery.

→ Not an exclusive event.
→ Not a glossy campaign with celebrity faces.
→ Just a genuine investment in a local community.

That’s what matters.

Because when brands put money into facilities like this, they’re not just creating spaces, they’re creating opportunity.

Places where kids can play, connect and dream a little bigger.

For me, that’s what sport is all about.

And it’s great to see big names remembering that too.

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