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LA Rams partner with local streetwear brand BornxRaised

The National Football League’s Los Angeles Rams have partnered with LA-based apparel company BornxRaised to create a streetwear-inspired clothing collection.

The partnership is a first in the NFL after the league recently allowed local vendors to begin selling licensed merchandise for the first time. BornxRaised has previously collaborated with the two crosstown sports neighbors, the LA Dodgers (Major League Baseball) and LA Lakers (National Basketball Association).

The collection – which represents the Rams’ move into the lifestyle space – includes a series of co-branded sweatshirts, T-shirts, and hooded sweaters.

There is a charitable element to the partnership as well. A portion of proceeds from the sales will go to the grassroots organization Brotherhood Crusade, which supports low-income, underserved, and under-represented individuals and families in the Los Angeles area. The length and terms of the deal were not announced.

To symbolize the franchise’s fresh start in the state-of-the-art venue – which will become the world’s most expensive sports complex when it opens – the Rams have undertaken a complete brand refresh which includes new colors, logos, uniforms, and helmets. The refresh was greeted with a mixed reception earlier this year.