London Guard, London’s newest professional American football team, today announces its adidas teamwear partnership, marking a significant milestone in the club’s preparations for its inaugural season. Through the partnership, London Guard will be equipped with adidas apparel for training, sideline, travel, coaches and fanwear, with LS4, an authorised adidas supplier and manufacturer, supporting the delivery of the team’s apparel requirements. The agreement represents an important step in establishing London Guard’s professional identity, bringing the global recognition of adidas together with the teamwear provision needed to support the club’s players and staff as they prepare for competition.
William Elgeti, General Manager of London Guard, said:
“Partnering with adidas is a significant milestone for London Guard and a statement of the standards we want to establish from day one. As we build this organisation, every detail matters, from the culture we create to the way our players and staff represent the club.
“Having adidas teamwear as part of our training, sideline and travelwear collection is an exciting step in establishing our identity as a professional organisation. We’re pleased to be working with LS4 to bring that vision to life as we prepare for our inaugural season.
“We’re building something with long-term ambition, this is another important milestone in that journey. Including fan apparel in this partnership means we get to include the fans which is a huge win for us.”
Riley Mahoney, Senior Business Unit Director, US & Specialist Sports at adidas said: “adidas is proud to partner with London Guard as the club prepares for its inaugural season. The continued international growth of American football represents an exciting opportunity for adidas to support the game and its athletes around the world. London Guard shares our ambition to push the sport forward, and we’re excited to be part of their journey from the very beginning, bringing adidas performance and innovation to the field.”
Scott Lamont, Managing Director of LS4 said: “We are incredibly proud to be working alongside London Guard and adidas as the club prepares for its inaugural season. Being involved from the very beginning of a new professional sports organisation is a fantastic opportunity, and one we are excited to be part of.
“At LS4, our focus is on delivering quality teamwear solutions that support athletes and organisations both on and off the field. We look forward to bringing London Guard’s vision to life through its apparel collection and helping establish the identity of the club as it takes its first steps into professional American football.”
Further details on London Guard’s teamwear and upcoming season preparations will be announced in due course.