Leicester Tigers players took to social media to share the news of the club’s new partnership with Midlands-based British lifestyle brand Joules.
The likes of Tom Youngs, Telusa Veainu, Ben Youngs, Harry Wells and Ellis Genge shared photos and posts across their Twitter and Instagram channels with the news, which will see Joules style the players for matchdays and events.
The deal welcomes Joules as the club’s associate partner for the upcoming season with Tigers fans able to enjoy discounts and offers across Joules ranges.
Based in Market Harborough and with 123 stores across the UK and ROI, the Joules name was first established in 1989 before opening its first store in 2000.
Famously stocking country wear and outdoor clothing, Tigers stars Jonny May, Greg Bateman and George Ford as well as new signings David Denton and Will Spencer took part in a photoshoot at the company’s Market Harborough store showcasing the club’s official outfit.
When the players aren’t on the pitch they will be kitted out in the Oxford or Hewney Shirt, the Laundered Chinos, Bourne Chelsea boots, Go to Gilet and Dalesford Blazer.
Rugby union has always been a part of the brand story at Joules with its affiliations going back to its founders Tom Joule’s love of the sport since his school days. Take a look at the boys in action in our Facebook Gallery by clicking here.
Andrea Pinchen, commercial director at Leicester Tigers, said: “The Joules brand has become synonymous with the region and it’s a great example of two strong Leicestershire brands working together.
“We wanted to branch away from the traditional formal wear that players wear at events and matchdays, which fits in with the ethos of the club. We enjoyed a number of styles and options for the players with a view to introducing pop-up shops for fans to enjoy even more benefits.”
Tom Joule, founder and chief brand officer of Joules, added: “Being based in Market Harborough, where we’ve been since day one, we’re incredibly proud to be part of the fabric of the East Midlands and avid followers of the Leicester Tigers.
“We’re looking forward to bringing our classic style to the team and supporting them in the season ahead – and not just from the touchlines this time!”