Levelwear, a Canadian athletic wear brand founded in 1987, is taking a holistic approach not only to its products but also its consumer-facing image. Recently, Levelwear has partnered with some of the biggest names in pro golf, expanding its visibility in the sports industry. The brand’s reputation is built on the quality of its products and the depth of its customer relationships, making it a point of pride for everyone involved. To develop a mission vision for the brand’s future, Levelwear focused on celebrating the collective as opposed to the individual, emphasizing the importance of teamwork in its operations.
Jay Chaney, a partner at Broken Heart Love Affair, was hired by Levelwear to help shape the company’s brand strategy. Through interviews with employees, partners, and customers, Chaney discovered that Levelwear’s humanity and genuine care for its customers set it apart from other brands. The company’s new mission vision, “Who’s with You?” and “Win as One”, highlights the team effort that goes into creating every product and emphasizes the importance of recognizing and celebrating the collective behind the brand. This focus on inclusivity and respect for everyone involved in the organization sets Levelwear apart from its competitors.
Levelwear’s commitment to celebrating teamwork and team play extends from its leadership down to its products. CEO Hester Ngo wants to be recognized as the first apparel brand synonymous with celebrating teamwork by consumers. The brand’s strategic licensing deals with major sports entities like MLB, NHL, and NBA have helped increase consumer consciousness. Levelwear’s commitment to service is evident in its relationships with partners like Oilers Entertainment Group, where the brand consistently goes above and beyond to support their partners and deliver high-quality products.
In addition to licensing agreements with major sports entities, Levelwear also focuses on the golf space through partnerships with PGA Tour players and innovative tournament activations like the Levelwear Caddie Lounge. The Caddie Lounge provides a wide range of services for professional loopers, creating a welcoming and inclusive environment for caddies at PGA Tour events. This attention to detail and anticipation of needs sets Levelwear apart, building a strong army of brand ambassadors who appreciate how the brand prioritizes their well-being.
The attributes of relationships, quality, service, and doing things differently have propelled Levelwear to success in the past and are expected to continue driving the brand to greater heights in the future. By emphasizing the importance of teamwork, celebrating the collective behind the brand, and providing exceptional service to partners and customers, Levelwear is solidifying its position in the sports apparel industry. Through strategic partnerships, innovative activations, and a genuine commitment to its mission vision, Levelwear is establishing itself as a leader in the industry, known for its high-quality products and deep customer relationships.
