• Loading stock data...
Saturday, December 7, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

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

LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Soccer

U.S. Buyers Snap Up Yet Another English Soccer Club in Sheffield United

The recently relegated club has agreed to sell to new owners.

U.S. Firm Makes $310M Bet on Soccer by Forming Superagency

The U.S.-based investment company makes a significant play in international soccer.
Nov 2, 2024; Dallas, Texas, USA; Southern Methodist Mustangs head coach Rhett Lashlee leads SMU on to the field before the game between the Southern Methodist Mustangs and the Pittsburgh Panthers at Gerald J. Ford Stadium.

Every Power 4 Championship Game Will Have a Conference Newcomer

Oregon, SMU, Texas, and Arizona State will all play for titles.

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.
November 29, 2024

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.

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

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
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.