London Lions Partner With Jordan Brand in Landmark Apparel Deal

The London Lions have secured a landmark apparel agreement with Jordan Brand, making the organization the first British professional basketball club to wear the brand’s apparel on the court. Facilitated through a partnership with teamwear specialist KitKing, the deal covers the club’s men’s, women’s, youth, and academy programs starting from the 2026-27 season.

Expanding Footprint Across Domestic and European Competitions

Under the terms of the agreement, all competitive squads within the London Lions organization will feature Jordan Brand game uniforms and training apparel. The new aesthetic will debut across domestic league play as well as during the club’s return to the BKT EuroCup.

Corporate Vision and Global Basketball Growth

Lenz Balan, President of London Lions, highlighted the significance of the milestone for British basketball infrastructure. According to Lenz Balan, taking the court in Jordan Brand represents an exciting moment for the club and underscores the ongoing progress across the organization’s men’s, women’s, and academy programs. Echoing this sentiment, Susan Mulders, VP, Sports Marketing, Jordan Brand, noted that basketball continues to grow around the world, expressing enthusiasm for the London Lions stepping onto the court in Jordan Brand gear as the 2026-27 season tips off.

Retail Rollout and Commercial Impact

The initial Jordan Brand game kit is scheduled for official unveiling ahead of the 2026-27 season rollout, alongside comprehensive details concerning supporter apparel lines and fan-facing partnership initiatives.

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