The Los Angeles Football Club (LAFC) today unveiled the Club’s primary “Black and Gold” kit and the secondary “Inaugural White” jersey for the 2018 Major League Soccer and US Open Cup seasons.
Designed to honor and embrace the city of Los Angeles, each element of the kit combines the Club’s colors – black and gold – and is inspired by LA’s Art Deco past and the iconic architecture of downtown Los Angeles, where LAFC calls home.
The jersey, designed by adidas, uses the Club’s emblematic and unique wings throughout the kit to evoke flight and speed and is a vessel for communicating the Club’s identity during their inaugural season.
“Los Angeles is a global city and we wanted to create a jersey that embraced the global game while also paying homage to the design and culture of our great city.” said LAFC President & Owner Tom Penn.
The YouTube TV logo will be prominently displayed on the LAFC jersey, as part of a landmark deal that includes YouTube TV serving as the official live TV partner of LAFC. This is the first partnership of its kind in North American professional sports.
“Being both our inaugural season and a World Cup year, we were inspired by the vintage adidas World Cup designs,” said LAFC Executive Vice President of Brand & Community Rich Orosco. “From day one, we’ve committed to building this Club together with our community and our supporters. We’ve demonstrated this by collaborating with supporters to include ‘Shoulder to Shoulder’ on the neck tape on both jerseys.”
“LAFC is an innovative Club and we are innovating the live TV experience,” said YouTube TV & Originals Marketing Head Angela Courtin. “We are proud to be on the front of their jersey, celebrating the Club in its historic first season.”
Using adidas engineered fabric, the primary “Black and Gold” kit feature LA Art Deco inspired design throughout the front jersey panel while the secondary “Inaugural White” jersey mixes the Art Deco inspiration with LA’s Latin heritage with a print design that sits at the upper chest of the jersey. The Club’s crest is displayed above the heart, along with the primary kit sponsor, YouTube TV, which reads across the front on the jersey in contrasting colors and features the brand’s iconic red play button.
The inside neck tape of both the primary and secondary jersey reads “Shoulder to Shoulder,” a rally cry to unite supporters and a reference to building the Club together though community and city partners. The primary “Black and Gold” jock tag reads “Heart of the City – City of Angels”, a reference to the Club’s location in the true heart of the city.
Celebrating the inaugural season, the secondary “Inaugural White” jersey features a jock tag call out that reads “Inaugural Season” with a distinguished “L” and “A” in gold, again referencing the city of Los Angeles and the home of LAFC. With gold 3-Stripe shorts, both the primary and secondary kits are rounded out with socks featuring the LAFC gold wing flanking each side of the sock.
“This is the Club’s first-ever jersey. We wanted to start with a timeless and classic foundation that will last forever,” said Creative Director Marcus McDougald.
LAFC opens its inaugural season on the road on Sunday, March 4 against Seattle Sounders FC. The Club’s first home match at Banc of California Stadium is slated for Sunday, April 29 against the Sounders.