LUKE x Jeff Astle Foundation
Launched by his family in April 2015, The Jeff Astle Foundation was established in memory of 'the King', Jeff Astle, legendary English footballer. Known for his outstanding career as scorer of the winning goal in the 1968 FA Cup Final, Astle became an idol for many sports fans. Described as an exceptional header of the ball, Astle later lost his life as a result of brain damage caused by this repeated trauma. This is not the first case of footballers' illness or death connected to heading a football. The foundation is therefore a fitting and lasting legacy for Jeff Astle to both raise awareness of brain injury in all forms of sport and to offer support to those affected.
As well as educating and supporting the current and future generations on such conditions, the foundation has teamed up with sports authorities to deliver independent research on the links between brain injury caused by sport and degenerative brain disease. The ultimate goal for the foundation is to open a care home for retired sports persons with dementia or chronic neurological impairment, who are often younger at diagnosis and require specialist care.
Luke will be running a promotion during the Euros to support The Jeff Astle Foundation in Bullring and Merry Hill stores. Throughout the Euros, the Bullring and Merry Hill store windows will be decorated with large canvases of Jeff Astle, paying homage to his exceptional football career. Each store will be donating £100 from every goal England scores. As well as this, every purchase made in these Luke stores enters the customer into a raffle draw to win Jeff Astle canvases. There will be 10 winners of smaller canvases and 2 winners of the large canvases in the store windows announced at the end of the Euros.
We also had Dawn Astle, Jeff Astle’s daughter, who set up the foundation, visit our Bullring and Merry Hill stores to speak to local press, Express and Star and Birmingham Mail.