The latest campaign by Guess underscores its hometown pride.
The Los Angeles-based brand’s is teaming up with the Los Angeles Football Club of Major League Soccer (LAFC) for 360-degree partnership. Through this collaboration, Guess will become the official denim partner who will be the provider of off-field custom suiting and fashion looks for new professional men’s soccer team.
The three-year partnership is the first of its kind for Guess. Players will be seen in custom Italian made suiting made by Marciano, a sophisticated brand extension under the Guess umbrella, as well as contemporary fashion looks from Guess’ men’s line.
Guess said it aims to infuse style and personality into the U.S. professional soccer scene, through the collaboration with LAFC.
The brand, founded in Los Angeles in 1981, has a history of creating synergies with local-area institutions. “From philanthropy to education, the city of Los Angeles has always been central to Guess’ ethos and brand identity,” the company noted.
LAFC played its first game in April 2018. The team plays at Banc of California Stadium, less than three miles from Guess’ Los Angeles headquarters.
The team’s 30-percent ownership group is comprised of local leaders and innovators from the entertainment, sports, technology and media sectors, including actor Will Ferrell, soccer star Mia Hamm, baseball player Nomar Garciaparra and retired LA Laker Magic Johnson.