Branded sportswear is more than clothing. It is a cultural phenomenon that transforms mere functionality into a symbol of identity, community, and aspiration. The distinctive combination of colours and logo sends a message. To a team, it says: “We are one”. To the individual player, it says: “I am an essential part of something bigger than myself”. To the world, it says: “You are witnessing something exceptional”.

The concept of branding is more than 7 000 years old. Brands were first used by artisans in Mesopotamia, China, India, Greece, and Rome as a means to distinguish their work from that of their competitors. As such, they were a symbol of quality, pride, and identity. Some centuries later, herders in the Indus Valley introduced the practice of branding their cattle as a symbol of ownership.

The Mediaeval years saw the introduction of watermarks and signatures on artwork. However, it was the Industrial Revolution and the advent of mass-produced goods that transformed brands like Kellogg’s and Coca-Cola into household names and prompted the introduction of registered trademarks. In 1821, a Swiss textile company named Nabholz became the world’s first manufacturer of branded sportswear when it created outfits for Olympic athletes, the oldest example of sports branding.

Icons of the Modern Branded Sportswear Industry

Some names are indelibly linked to exceptional performance, like Serena Williams, Michael Jordan, Lionel Messi, Roger Federer, and Joel Stransky, the Springbok fly-half who scored the winning drop goal against the All Blacks in the 1995 Rugby World Cup Final. However, many of those will agree their success is not just about their personal skill and dedication but also about the quality of their sportswear.

Who does not immediately recognise the simple checkmark that represents the wing of the Greek goddess Nike or the iconic three stripes that tell the world: “This high-quality item was designed and manufactured by Adidas”? These are the sporting world’s equivalent of Nestlé, Nederburg, Ouma, and Mrs Balls.

Branded Sportswear in South Africa

Nike is an American brand, while Adidas sports branding hails from Germany. However, South Africa’s XCO Group has also created some well-loved customised sportswear lines, notably the extensive green and gold Team South Africa range. Those colours were first worn during the 1906-07 South African rugby union tour of the Northern Hemisphere and are still known and respected by athletes and fans of the oval-shaped ball worldwide. For rugby fans, those two colours and the springbok logo are among the best-known examples of sports branding and one of the most feared.

The Team South Africa range of branded sportswear includes tracksuits, official wear, golf shirts, formal wear, and branded luggage. All items are manufactured from top-quality materials and in compliance with the South African Sports Commission (SASC) standards. In addition, the Team South Africa collection includes an extensive range of miscellaneous items like socks, scarves, visors, baseball caps, cricket hats, hoodies, and towels.

While fans love the tracksuits and shirts, the formal wear collection is exceptional. The following are two of its highlights:

• SASC Blazer: These unisex bottle-green garments are made from high-quality polyester fabric. Unlike cheaper products, the blazer’s logo is expertly embroidered, not a sewn-on printed patch. You can add a branded suit cover to help protect your purchase.

• Formal Shirts: These SASC items all feature the Team South Africa logo and are available in long or short sleeves. The collection includes separate ranges for men and women. Add a continental crossover bowtie or a woven necktie for an elegant finishing touch.

Branded Sportswear and Sponsorship

Besides providing a uniform appearance that identifies individuals as a team and distinguishes them from opposing teams, sports branding is a powerful marketing tool. In exchange for their financial support to a team, sponsors can enjoy repeated worldwide exposure for their brand when games are televised.

However, sponsorship is not limited to big brands like MTN, ABSA, and Nedbank. It’s also an excellent way for small businesses and startups to gain recognition with a bit of help from us at XCO Group. What we have done for corporate clients like Bidvest, Anglo Platinum, and Toyota, we can do for you.

Whether you want to sponsor a school soccer team as a B-BBEE initiative or create and promote a new brand identity, we at XCO Group can create an eye-catching logo for promotional gifts or branded sportswear. Alternatively, you could design your own using our innovative online application. Why not contact South Africa’s branding experts to learn more?