• Loading stock data...
Sunday, October 6, 2024
The Best Employers in Sports survey is now open! Take the survey

Philadelphia Union Take Customization Up a Notch With Latest Partnership

Union

Custom kicks are where it’s at.

One look at a Twitter or Instagram timeline and you are bound to see a custom cleat or shoe for an NFL, MLB, NBA, WNBA or even a college football player. While there are rules across every league as to what can or can’t be worn during games, the ability for players to showcase their personality through their kicks has helped create unique opportunities for both themselves and the brands they work with.

Now, players on MLS’ Philadelphia Union will be able to lace up new custom boots thanks to the club’s deal with KicksUSA.

The partnership makes the retail chain the “Official Footwear Customization Service of the Philadelphia Union.” If that sounds unique, that’s because it is. The partnership is a first-of-its-kind and one that the Union hopes can add a different kind of value to its players.

“No professional team has ever had a boot customization service to this level, creating cleats from the ground up at this intricate standard of personal service and style,” said Doug Vosik, senior vice president, marketing and communications for the Union. “KicksUSA is at the forefront of design and innovation, and we’re excited to see what they can create in partnership with our players.”

[mc4wp_form id=”8260″]

The partnership came about after leadership from the Union connected with Cesar Vizcarrondo, head of marketing for Kicks USA, and invited him out to a game. That casual encounter turned into a deeper discussion about how each of the parties could play a role in each other’s growth.

With the Union needing a stronger retail distribution presence and KicksUSA looking for some differentiated inventory offerings for its stores, the timing and the opportunity was right.

Beyond working with the players to create custom kicks, the store will carry Union merchandise in select Philadelphia-area stores starting next season, expanding the Union brand within the market and also offering customized Union-themed kicks at the Union shop during games.

The goal of this partnership, along with the moves that the club has made in the past — including hiring a Chief Tattoo Officer, and partnering with Levi’s to outfit its entire front office — is to connect with the youth culture inside of Philadelphia.

“The new 20- to 30-year-olds in Philadelphia are are really into the arts, fashion, culture, tattoos, and lifestyle recreation,” added Vosik. “The Levi’s partnership was a way to really reflect that culture and then now with KicksUSA and customizing the shoes, it’s just everything we can think about from a lifestyle apparel perspective.”

READ MORE: Carolina Hurricanes Put Local Emphasis on New Marketing Initiatives

Although the partnership is groundbreaking, the Union and their players have experience with custom boots. Last year, for Pediatric Cancer Awareness Month, the club teamed up their players with kids who had battled or who were battling cancer to draw what their favorite boot would look like. Once they had the designs, they turned them over to well-known designer Kickasso, who brought each of them to life.

Polling the players this year, Vosik and the staff found that it was something that they wanted to do again. Instead of just a one-off, now they can do it all year ‘round.

“Through building a relationship with KicksUSA, we realized that they had an amazing partnership with Garrixon to do a customization service. For us, it was a natural fit of our interest in soccer, our interest in footwear from a club, from a player and from a partner perspective that led to it.”

[mc4wp_form id=”8260″]

While the Union could have just slapped KicksUSA’s logo on a billboard or some in-stadium signage, the partnership became an opportunity to “be involved in as many different aspects of life as possible.” Whether it’s on social media, on a podcast, or now on the feet of fans, Vosik doesn’t just want the Union to be known, he wants them to be felt.

“It’s about creating unique ideas that are more than just putting a logo on something that truly gets our fans excited and gets them engaged.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

opinion

Where Is the Dang Game? Fragmentation Has Hit Fever Pitch

Is a correction coming in the increasingly confusing landscape of live sports?

MLB Gets the Shohei Ohtani Postseason Treatment. The Value Is Immense

The Japanese superstar finally makes his playoff debut Saturday.

FIFA’s Multibillion-Dollar Transfer Market at Risk After Court Ruling

The Court of Justice of the European Union has ruled against FIFA.
Soccer player Christen Press

Angel City FC Fined for Paying Players Under the Table

The club was fined $200,000 and had execs suspended.
podcast thumbnail mobile
Front Office Sports Today

The FOS Interview: NBA Champion Matt Barnes

0:00

Featured Today

The Cal mascot, Oski

How the Calgorithm Turned College Football Twitter Into Real Life

“College GameDay” makes its first trip to Berkeley on Saturday.
Apr 8, 2022; Philadelphia, Pennsylvania, USA; The cleats of Philadelphia Phillies right fielder Bryce Harper (3) as he runs the bases against the Oakland Athletics during the seventh inning at Citizens Bank Park.
October 1, 2024

MLB Players Are Clamoring for Swag. Outfitting Them Is Big Business

Sliding mitts, cleats, and belts are fun, flashy, and lucrative.
Sep 25, 2024; Los Angeles, California, USA; San Diego Padres right fielder Fernando Tatis Jr. (23) celebrates after hitting a solo home run in the fifth inning against the Los Angeles Dodgers at Dodger Stadium.
September 30, 2024

The Padres’ Future Is on the Line This Postseason

The MLB playoffs could determine the team’s path forward.
Aug 3, 2024; East Rutherford, NJ, USA; Barcelona midfielder Pau Victor (8) celebrates his goal with teammates during the second half of an international friendly against Real Madrid at MetLife Stadium. V
September 29, 2024

FC Barcelona’s Overspending Triggered a Crisis. Has It Tightened Its Belt Enough?

The club is betting on their middle-road strategy to dig out.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Trend Report: Chiefs-Chargers, Tobacco Road Rivalry, Nebraska Sellout Streak

According to data from TickPick, some games this week will prove to be wallet-busters, climbing into the four figures.
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.