![]() "We want to show a Mexican brand, led by Mexicans, can make products at the highest level."Īlong with Pirma, another brand based in Leon, and Keuka, Mexican brands now outfit eight of the league's 18 teams - nearly half. ![]() We have young people with fresh ideas, and we look to create a design that fans and the team will like," Gerardo Garcia, Charly's marketing director, said in 2016. Both Pachuca and Tijuana were recently with Nike ( Xolos also enjoyed a recent sponsorship contract with Adidas), adding to Charly's gains on the U.S. Santos joins Veracruz, Pachuca, Tijuana and Necaxa this season as sponsored teams. "It's a real honor and privilege to announce this alliance between Charly Futbol and Santos Laguna," said Santos president Alejandro Irarragorri, adding that he was glad to be in business with a Mexican brand. The show's popularity has helped the jersey become one of the most requested in the country.ĭespite losing Puebla to Chinese manufacturer Li-Ning over the summer, Charly boasts five teams, including current Liga MX champions Santos Laguna on its roster going into the 2018-19 season, raising the brand's profile even more. Perhaps the most surprising move came when Netflix's Club de Cuervos, the hit sitcom about two siblings struggling to run a fictional Liga MX squad, became part of the Charly's stable, with the company forming part of a storyline within the program. More than 150 specialty stores were opened in just over three years, bringing products to every corner of the country. On television, the brand moved into promoting its brand by hiring sports personalities such as ESPN's Vanessa Huppenkothen to commercial deals. ![]() Atletico San Luis and Dorados de Sinaloa, two Ascenso MX clubs, were the first to be outfitted by the fledgling kit makers, while a few Liga MX stars such as Mauro Boselli and Rubens Sambueza signed on for sponsorship deals.Ī year later, Charly moved into the first division, signing deals with Puebla and Veracruz. The deal gave Charly impressive financial clout and the ability to launch its soccer brand, Charly Futbol, in 2014. Villalobos estimated that the company would sell 600,000 pairs of shoes within the first year of the contract. ![]() That's why this alliance is so important," Octavio Villalobos, Charly's commercial director, said shortly after the deal was announced. "There are only two shoe companies that sell more than a billion dollars a year in the United States: Skechers and Nike. Looking for a partner with manufacturing capabilities to return to the market, they signed an exclusive deal with Charly in 2010. A tariff for manufactured goods from China had made it unprofitable for Skechers to sell its wares in Mexico, eventually leading the company to pull its products from the country entirely. This season, it will outfit five of the league's teams - the same amount Nike topped out at when it dominated Liga MX not too long ago.īeyond the pitch, Charly has positioned itself as a ubiquitous brand for Mexicans, showing up on TV screens, as standalone shops in most urban areas, and even as the official kit supplier for one of the country's hottest television shows.Īnother shoe company facilitated the shift from a local brand to a budding, national titan. In reality, it comes from a company based in a provincial city five hours from the Mexican capital.įounded in 1949 as a shoe company in Leon, Charly was not part of the soccer landscape in Mexico for the first 64 years of its history. It would seem logical to think the push to dethrone the American manufacturer comes from one of its traditional worldwide competitors in Adidas, Puma or even Under Armour. For the Apertura 2018, they supply kits for just two teams: Club America and Pumas. To boot, they had aligned themselves as a brand associated with excellence in the Mexican game: They had outfitted the Apertura 2012 champions, Tijuana, and they went back-to-back in the Clausura 2013 when Club America toppled Cruz Azul in penalties in an epic league final.Īs the competitive landscape to dress teams in Mexico has intensified, however, Nike has found itself steadily losing ground. When the Apertura 2013 season began, no company dressed more Mexican first-division teams than Nike. How regional Mexican brand Charly overtook Nike and Adidas in Liga MXĪs late as five years ago, the swoosh reigned supreme in Mexico.Īfter losing the Mexican national team kit contract to Adidas following the 2006 World Cup, Nike poured itself into dominating Liga MX. You have reached a degraded version of because you're using an unsupported version of Internet Explorer.įor a complete experience, please upgrade or use a supported browser
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