Union Saint Gilloise signed with Nike

Just a few weeks ago, thanks to L'Union Saint Gilloise's unhoped-for Europa League passage, we dwelt on the strange story of its technical sponsor. After subcontracting its game jerseys over the years to major sponsors such as Erreà, Joma and Le Coq Sportif, it had decided to take the road of self-production by launching its own sports line, but the results and achievements have changed the perception around the team, increasing interest. And the first brand to move in advance, beating out all possible competition, was Nike, who formalised the agreement through social media, thus also entering the Belgian market. 

"The partnership with Nike further underlines our growth ambitions," said USG president Alex Muzio. "With Nike we also find a partner that values sustainability through its 'Move To Zero' programme. It is an ambition we also share with Union Inspires."

Nike will also be forced to espouse the Belgian club's philosophy of sustainability. Union Saint Gilloise is in fact one of those few teams that has decided to release a new shirt every two years, in full respect of the environment and its fans, so that the latter are not forced to buy a new one every year. And Nike will have to adapt its prices as well, the Belgian club has a clear strategy regarding its pricing policy, lying lower than the average to make any product made affordable for the fans. After the rise of the last few years where Union Saint Gilloise first won promotion and then came close to the Scudetto dream, the club is ready to establish itself on the lifestyle level as well, returning together with Nike 20 years after the last time.