The campaign for the LA-based label’s range of tees and sweatshirts follows player Erik Dueñas from hometown to victory field.
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Born X Raised has released an athleisure line for its third collaboration with the Los Angeles Football Club. Aligned with the brand’s history of partnering with LA-based sports teams, the collection of comfort classics embody their close-to-home design ethos.
Similar to the camaraderie felt by sports fans, the collection seeks to create a sense of community among its wearers, emphasizing culture as the glue that holds people together. The release includes a range of classic tees, hoodies, and crewnecks in various white, black, bronze, and gold colorways, mirroring LAFC team insignia. The LAFC logo intersects Born X Raised branding to create an eye-catching graphic in gothic font, celebrating the team’s status as 2022 Major League Soccer champions. A snapback, along with a limited-edition LAFC duffel bag and sports scarves, serve as the finishing touches to a mega-fan’s ensemble.
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In this campaign, Born X Raised followed 18-year-old player Erik Dueñas through his aspirational journey with LAFC, from his Los Angeles-upbringing to his 2020 professional debut at only 15. The third youngest player to ever appear in a MLS game, he began his career at the LAFC Youth Academy, a part of the club’s inaugural under-12 side. Shot both at his home in Rialto and on the field with his teammates, the campaign emanates Dueñas’ rootedness in his community, found at the intersection of football and family.