Leicester City have sold 15 times more football shirts because of their Premier League title success, according to Puma's chief executive Bjoern Gulden.
The German sportswear firm has provided Leicester's kit since 2012, but the demand to own a piece of history has seen their sales skyrocket this season.
"The fans love such stories -- the underdog coming from behind and pulling off something unlikely," Gulden told Sueddeutsche Zeitung. "The demand for jerseys has risen by fifteen-fold."
Puma's contract with Leicester runs until 2018 and Gulden added that both sides have plans for the future.
"Our contract runs for another two years," he said. "Of course we're talking to them about how we can be more successful together."