London Lions and Half Decent Day are bringing basket back to the streets

The London Lions are the UK's most successful basketball team, the only team from the capital, and have been competing in the EuroCup, the second most prestigious competition in Europe, since 2007. The women's team has won every competition on home soil since its inception in 2014 and has now gone unbeaten for over 650 consecutive days. But the London Lions' successes do not stop on the pitch; their biggest impact is felt off it, thanks to the ongoing initiatives that impact their community.

That's why their collaboration with Half Decent Day, the brand founded by singer and designer Sam Sure, reflects their philosophies. In fact, the brand's DNA is strongly linked to the capital's basketball scene, to dress and give back what it had from a South East London that was always full of great creative energy. Ollie Emery, Chief Content Officer of London Lions says: "The work Sam has accomplished with Half Decent Day, including the renovation of the Blue Cage courts in Deptford is truly remarkable. This collaboration is a celebration of that success and the bond we’ve formed, as we continue to engage the family around our sport."

For Sam Sure, "from a design perspective it was so exciting to weave the strong identity that the London Lions are building into my own work. To create something subtle and unique that works as a stand alone piece but nods to both our respective styles. For HDD the collaboration is about joining the dots, connecting the street level culture and community with the professional game". For now, the collaboration between the London Lions and Half Decent Day consists of a limited edition black puffer jacket, but this is just the beginning of a great collaboration.