British lifestyle brand, Joules, partners with Leicester Tigers


Joules, the British lifestyle brand, today announced an exciting new partnership with Leicester Tigers, which will see them style the players for match days and events. In addition, the partnership welcomes Joules as the club’s associate partner for the upcoming season and Tigers fans will be able to enjoy discounts and offers across Joules ranges.

The exciting news saw Leicester Tigers players, Tom Youngs, Telusa Veainu, Jonny May, Ben Youngs, Harry Wells and Ellis Genge, all take to their social media channels to share the news. Tigers stars Jonny May, Greg Bateman and George Ford as well as new signings David Denton and Will Spencer also took part in a photoshoot at Joules’ Market Harborough store showcasing the club’s official outfit.

Joules have always put Rugby Union as part of the brand story with its affiliations going back to Tom’s love of the sport since his school days. Take a sneak peak of the boys in action at Joules’ Facebook Gallery.

When the players aren’t on the pitch they will be kitted out in the Oxford or Hewney Shirt, the Laundered Chinos, Bourne Chelsea boots, Go to Gilet and Dalesford Blazer.

Tom Joule, founder and chief brand officer of Joules, said: “Being based in Market Harborough, where we’ve been since day one, we’re incredibly proud to be part of the fabric of the East Midlands and avid followers of the Leicester Tigers. We’re looking forward to bringing our classic style to the team and supporting them in the season ahead – and not just from the touchlines this time!”

Andrea Pinchen, commercial director at Leicester Tigers, added: “The Joules brand has become synonymous with the region and it’s a great example of two strong Leicestershire-brands working together.”

“We wanted to branch away from the traditional formal wear that players wear at events and matchdays, which fits in with ethos of the club. Players can choose from a selection of styles and options, which will also be available to fans online and in our pop-up shops.”