didnt roma do something like that around 5 years ago, think southampton did as well a few years ago
So did Borussia Dortmund, they had their own brand and company called Goool.
They had to sell the brand when the club was in financial troubles and almost went bankrupt.
They then moved on to Kappa on a really cheap deal, cos no one else wanted them. Then Jürgen Klopp turned up, and helped turn Dortmund into one of the most entertaining and beloved teams around, and suddenly they didn't have so much trouble getting rather better shirt deals once the Kappa one ran out!