The London Lions have partnered with Specialist Sports, the official distributor of adidas Teamwear in the UK and Ireland, to provide adidas game kit, training wear, and off court lifestyle apparel.
The kit will be supplied to athletes, coaches, and team members for the 2025/26 season as the Lions prepare for a return to the European competition.
The partnership is designed to embrace adidas’ global basketball heritage, aligned with its deep roots in London, powered by the Lions’ commitment to growing the game in the capital and elevating basketball in London.
adidas product will feature across game days, community activations, and fan retail lines, with collaboration between the Lions and adidas extending beyond performance wear into cultural storytelling – positioning Lions players as both athletes and cultural figures in London.
Justinas Liaudinskas, Chief Commercial & Revenue Officer at London Lions said: “With adidas, we have a brand rich in basketball heritage globally, from NBA dominance across decades combined with a deep-rooted commitment to the sport in London. Time and time again, adidas has proven itself as a global basketball leader, bridging sport and culture – from high-profile streetwear collabs to local creative campaigns.
“The brand’s powerful cultural heritage in the sport and communities is exactly why this is the ideal kit brand for London Lions. adidas’s design language complements our premium positioning and offers opportunities for exclusive fan merchandise.
“It’s a massive year for us at London Lions, as we continue the rebuild with our return to Europe. We’re excited to have adidas as part of our journey and know the power the brand has in raising the club’s performance credibility through world-class sportswear technology, while strengthening brand association for us with a globally recognised leader in sport and culture.”
In the 1990s, adidas made significant investment in grassroots basketball, through the Outdoor Basketball Initiative, funding over four thousand free courts nationwide, many in London.
Neil Latimer, Senior Teamwear Account Manager at Specialist Sports said: “We’re delighted to partner with the London Lions as they continue to grow the game and inspire their community. adidas Teamwear is designed to support performance and perfectly reflects London Lions’ ambition to grow basketball and elevate the game both on and off the court.
“This partnership will enable further collaboration throughout the season and help supports the club’s mission to position its athletes among the very best in global sport.”
The new kit and apparel for the upcoming season will be announced ahead of the season.
Early bird season tickets for 2025/26, which includes every home BKT EuroCup fixture, are now available to buy at: https://www.thelondonlions.com/
- Sam Simons
