It’s been a massive week here at SAMURAI HQ, finally getting to share with the world our exciting new identity and brand vision.

We are embarking on a fresh approach to branding, marketing, and technology, updating our traditional teamwear business with a modern branding proposition, whilst also adding a direct-to-consumer e-commerce strategy offering lifestyle streetwear collections. 

With so much change it’s important to remember where we have come from, retaining our unique product quality and expertise developed in 25-years of authentic UK sportswear history. 

 We are proud of our rich rugby heritage, taking inspiration from a generation of Japanese rugby players at the 1995 World Cup in South Africa who refused to back down showing integrity, dedication, courage and purity.

Inspired by these values and the mentality to push forward no matter what, we will continue to celebrate athletes and teams that embody this spirit of rugby culture.

Speaking about the rebrand, Stefano Schivo, SAMURAI CEO said: “Rugby is our origin and where our audience currently is – we want to strengthen and further build our relationship with the community that has supported us for the last 25 years by telling our story, the values we share with the rugby world and by offering new premium product lines.

Starting from rugby, our vision is to build a trend-setting, tech-savvy and forward-thinking global brand inspiring people to embrace their lives both on and off the sports field by pushing forward our core values of courage, dedication, integrity and purity.”

Following this exciting new brand positioning we will also be launching our first ever direct to consumer collection on our newly developed commerce website, whilst also partnering with a small selection of boutique fashion and sports stores. 

Jack Dyson, Head of Brand Marketing added, “SAMURAI is synonymous with premium product quality, design and reliability in the teamwear industry – our goal is to take this same approach as we move into the direct to consumer space, creating quality products that are both fashionable and functional. Products that can be worn in any environment.”

We hope you like the direction the brand is moving in. This is just the beginning with so much more to follow. So, remember no matter who you are, your physical form, the size of your arena, or the colours you wear.  


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