Gola, the British brand of sneakers, will be sponsoring Roy Race, of the Melchester Rovers, in the Roy of the Rovers comic for the rest of the 2018-2019 season. Race appears in custom, red-and-yellow Gola boots on the cover of the latest issue, “Teamwork,” published on Feb. 7. Gola first sponsored the fictional player and his fictional team in 1981. The comic ceased publication in 1995 and was rebooted, so to speak, in 2018 by Rebellion Developments, an Oxford-based videogame company that holds the rights to such characters as Judge Dredd. Founded in 1905, Gola was acquired in 1996 by the Jacobson Group, whose other footwear brands are Dunlop, Ravel, Lotus, Lonsdale and Frank Wright.

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