Mexican sportswear company Charly is taking its first step into the American soccer market thanks to a new deal with the United Soccer League’s San Diego Loyal.
The company and the club announced last week that they have struck a multi-year deal for Charly to become the Loyal’s official apparel partner. This includes the team’s on-field kits, starting with the 2022 USL Championship season.
“Since inception, we’ve promised to challenge the norms while being authentic to our region. Today’s announcement shows our commitment to those ideals. We’re honored to break new ground with CHARLY and we can’t wait to show our fans something truly unique.”
— SD Loyal president Ricardo Campos
Charly — which is based in Léon, Mexico — currently outfits six Liga MX teams and also produced Liga MX’s kits for the 2021 MLS All-Star Game. The company made headlines in December when they released lucha libre-inspired third kits for their Liga MX clubs in collaboration with promotion AAA.
“San Diego Loyal SC was an obvious choice for our first strategic partnership with a professional soccer club in the United States. Whether it’s our shared values, rapid growth or passion for innovation, our brands were aligned from the start. We’re proud to represent a club that puts its fans first and dares to be different.”
— Charly USA general manager Jason Wells
According to the club’s website, “SD Loyal fans can expect highly-detailed, customized kits inspired by the diversity of their city and culture.” The home and away kits will be unveiled and go on sale in the next few weeks, while a third kit is expected in the summer.
San Diego Loyal began playing in the USL in 2020, and had been outfitted by Adidas in their first two seasons of play.
SD Loyal’s ownership group includes American soccer superstars Landon Donovan — who is also the club’s manager — and DeAndre Yedlin. They play at Torero Stadium on the campus of the University of San Diego, which they’ll share with National Women’s Soccer League expansion franchise San Diego Wave FC this coming season.
Feature photo courtesy @SanDiegoLoyal / Twitter