Jordan Brand is finally making its official entry into the realm of British professional basketball, signing a partnership with the London Lions. They will be the first professional basketball club in the UK to don the Jumpman logo on the court.
The deal includes the Lions’ men’s and women’s teams, with Jordan Brand supplying uniforms and team-issued footwear. The club’s academy programs are included too, so the partnership will extend beyond the senior teams and into its youth system.
London Lions have been around since 1977 and remain one of the better-known names in British basketball. Their black, red, and white colors also give Jordan Brand plenty of room to work with when it comes to footwear, especially if team PEs start showing up during the season.
“This is an exciting moment for our club. Jordan Brand is one of the most recognisable names in basketball, and becoming the first British professional club to wear Jordan Brand uniforms is a milestone for the London Lions,” Lenz Balan, President of London Lions, said. “As we continue building on the progress made across our men’s, women’s and academy programmes, we’re looking forward to taking the court in a brand that has such a strong connection to the game.”
No London Lions Jordan uniforms or PE sneakers have been shown yet. A release date for any retail product connected to the partnership has yet to be announced.
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