CARSON, Calif. (Thursday, April 10, 2014) - The LA Galaxy team up with visionary LA sports lifestyle brand UNDEFEATED (UNDFTD) to present the LA Galaxy x Undefeated 2014 Field Collection.
Capturing the fighting spirit of Los Angeles’ premier soccer club within the street-sports aesthetic of the Undefeated brand, the capsule is inspired by the LA Galaxy’s championship legacy to capture the quintessential essence of Los Angeles sport culture.
A defining voice in an era of sports lifestyle, the Undefeated ideology is rooted in sport and competition. Designed as lifestyle-wear adorned with hits of modern insignia, Undefeated takes inspiration from the active creative Los Angeles lifestyle, and a commitment to hard work - on-field and off.
Under the direction of Major League Soccer (MLS), Undefeated reinterpreted the official club logos and emblems of the LA Galaxy, working closely with the league and the club to craft a collection that displays the power and prowess the Galaxy represents and the attention to detail that Undefeated prides itself on.
The collaboration is laced with competition iconography; re-appropriating the team’s hard-won championship stars and the team’s classic shield as a symbol of on-the-field patriotism. From fleece to tees, hats and scarves, the collection pulls from the concept of the warriors through history – from early man to the martial arts, classic military markings to primeval survival insignia. Playing on themes of victory and virtue inherent in the Undefeated brand, the collaboration reflects the personal drive of the Galaxy, a team that has taken home four MLS Cup titles since 2002.
“We are very excited to unveil our collaboration with Undefeated,” said LA Galaxy Senior Director of Marketing Casey Leppanen. “UNDFTD and the Galaxy are brands that are representative of the city of Los Angeles. This collaboration speaks to soccer’s ability to permeate culture and further defines the Galaxy as the premier club in Major League Soccer.”
Says Undefeated Co-founder James Bond: “The message behind Undefeated is that when you put it on, whatever you’re wearing, at the end of the day – in your mind and in your heart – you’re the best you can be. The LA Galaxy is a historical team in the league, I’m honored that Undefeated is considered authentic enough to be part of the collaboration.”
Respected cultural marketing agencies Decon and SA Studios oversaw the strategic partnership from its fruition.
The LA Galaxy x Undefeated 2014 Field Collection will be available to purchase at the LA Galaxy home base, STUBHUB Center in Carson, CA, at all Undefeated Chapter Stores and Undefeated.com. A slate of limited edition items from the collaboration will be available from April 10, 2014.