The multi-year kit deal doubles as a commercial entry point for the brand in European club basketball.
The London Lions, a British professional basketball team based in Stratford, East London, has announced that they are adopting Jordan Brand uniforms and apparel beginning with the 2026-27 season. The multi-year deal, which was facilitated alongside teamwear specialist KitKing, makes London Lions the first British professional basketball club to wear Jordan Brand on court.
The kits will be worn across domestic leagues and competitions, as well as during the club’s return to the BKT EuroCup in the coming season. Jordan Brand apparel will also be worn across the club’s youth and academy programs.
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Lenz Balan, President of London Lions, said: “Jordan Brand is one of the most recognizable names in basketball, and becoming the first British professional club to wear Jordan Brand uniforms is a milestone for the London Lions.”
The London Lions’ first Jordan Brand game kit will be revealed prior to the start of the 2026-27 season, along with information about supporter apparel and other collaborative initiatives. In July, London Lions appointed Steve Devereux as the club’s new CEO, reporting to Balan and leading the club’s commercial growth.
