The Philadelphia Union may have just won the award as best dressed staff in US professional sports after announcing a new deal with Levi’s that makes the company the Proud Style Partner of the club. As part of the deal, Levi’s will outfit the Union front office on game days, providing staff with a variety of looks that complement the Union brand – the first such arrangement with any brand in the league.
The Union are just one of three clubs to work alongside Levi’s for this type of partnership, joining France’s Paris St. Germain and Germany’s FC St. Pauli.
“As we aim to redefine the Union brand, Levi’s stood out as the perfect partner to help bring our unique fashion and style to life,” states Doug Vosik, Union Vice President of Marketing, in a release. “Since our brand evolution started in 2017, we’ve strived to create a unique, indie, edgy brand in Philadelphia. Being recognized by Levi’s through this partnership demonstrates that something very unique and special is happening at the Philadelphia Union. We’re proud to be one of Levi’s very select partners in the soccer community, alongside PSG and FC St. Pauli.”
In order to find a style that appeased all 100 of the Union’s front office staff, the club did a focus group with about 20 employees that covered a variety of different factors from style to comfort. After the focus group, the club then put the styles to vote for all of their employees in order to make sure everyone had a say in the new swag.
“This is a tremendous partnership and we’re thrilled to welcome Levi’s to the Philadelphia Union family,” added Jean-Paul Dardenne, Union Sr. Vice President of Corporate Partnerships, in the same “Levi’s is one of the world’s premier clothing companies, an absolute giant in the industry. Having their support speaks for itself as to what this type of partnership means for our club. We’re looking forward to a terrific relationship as we start our 2018 season and beyond.”
Although somewhat extra, we can only hope that the team will drop hype videos around what the staff will wear every game day.