Following the acquisition of a majority equity stake by Primosole Holdings, SAMURAI are pushing forward with an all-encompassing rebrand, whilst retaining the unique product quality and expertise developed in 25-years of authentic UK sportswear history.
The UK based company are taking a fresh approach to branding, marketing, and technology, updating its traditional teamwear business with a modern branding proposition, whilst also adding a direct-to-consumer e-commerce strategy offering lifestyle streetwear collections.
Founded by Terry Sands in 1996, SAMURAI holds a rich rugby heritage, having taken inspiration from a generation of Japanese rugby players at the 1995 World Cup in South Africa. Japan were defeated in every single game, but the team evoked integrity, dedication, courage and purity.
Inspired by this mentality to push forward no matter what, the SAMURAI brand was born and will continue to celebrate athletes and teams that embody this spirit of rugby culture. SAMURAI continue to work with some of the top teams in rugby providing kits for Premiership Rugby clubs, Exeter Chiefs and Leicester Tigers.
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 its new brand positioning SAMURAI will also be launching its first ever direct to consumer collection on its 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.”