LAFC And German Workwear Leader Engelbert Strauss Team Up For Unique Partnership


Europe’s leading workwear brand, Engelbert Strauss, Incorporated has joined the club as the Official Workwear Partner of LAFC.

“Engelbert Strauss is an established and trusted brand throughout the world,” LAFC Co-President & CBO Larry Freedman said. “We are thrilled to team up with STRAUSS on their first American soccer partnership, a partnership that shows we truly are able to represent the World’s Game in the World’s City.”

A highlight of the partnership will be Engelbert Strauss helping to expand and diversify LAFC's apparel, offering fans of the Black & Gold exciting workwear options as part of the new co-branded LAFC x Engelbert Strauss merchandise collection. The unique collection will be available this summer and available at LAFC HQ, online and the Strauss LA Store in Venice. 

“The world’s best soccer player (and GOAT) is playing in MLS,” said Engelbert Strauss, Incorporated President and Chief of Brand Henning Strauss. “The Olympics and World Cup are right around the corner. Is there a better time to be a soccer fan in the Americas? The sport’s center of gravity has shifted west, and LAFC sits right in the middle of it. The fandom in the City of Angels is colorful. It’s joyful. It’s emblematic of this reinvigorated American soccer culture. And we’re so proud to be a part of it.”

STRAUSS will help bring the Club closer to skilled tradespeople throughout the city by offering them special experiences at matches and at the Strauss LA store. 

The German workwear leader will serve as the presenting partner of the May 29 match vs. Minnesota at BMO Stadium and becomes the first Club partner to be prominently positioned on the home team benches, as well as serve as the presenting partner of LAFC pre-game arrivals. 

In addition to its partnership with LAFC, Englebert Strauss has a long affiliation with the beautiful game, holding partnerships with several teams in the German Bundesliga and the 2024 UEFA European Championships. LAFC has several connections with Germany in addition to this partnership with STRAUSS, as head coach Steve Cherundolo played 15 years Hannover 96, and assistant coach Oka Nikolov was born in Germany and spent the majority of his 22-year career with Eintracht Frankfurt. LAFC midfielder Timothy Tillman was also born in Nuremberg, Germany.    

Engelbert Strauss, or simply STRAUSS, is a third-generation family business located in Biebergemünd, Germany. Known across Europe for its iconic ostrich logo (Strauss means ostrich in German), the company is one of Europe’s leading workwear manufacturers. Engelbert Strauss, Inc. is bringing the STRAUSS spirit to the US with a store in Venice Beach and through online sales nationally.

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