| Industry | Sporting goods |
|---|---|
| Founded | 1992 |
| Founder(s) | David Morrow [1] |
| Headquarters | Warren, Michigan, United States |
| Area served | North America, Europe, Asia |
| Key people | David Morrow (President & CEO) [1] |
| Products | Sportswear, sports equipment |
| Parent | New Balance |
| Website | warrior.com |
Warrior Sports is a manufacturer of lacrosse, ice hockey and football (soccer)equipment and clothing based in Warren, Michigan, United States. In 2012 Warrior entered the soccer market, producing kits and training equipment for several clubs around the world. The first team to sign with Warrior was the English club Liverpool
History
Warrior Sports was founded in 1992 by David Morrow, a former lacrosse player. In 2004 the company privately held New Balance Athletic Shoe, Inc. got controlling interest in it. One year later Warrior moved into the ice hockey industry when it acquiredCalifornia based manufacturer Innovative Hockey.[3][4]
Controversy
Beginning in July 2012 Warrior Lacrosse embroiled itself in controversy by launching a Twitter marketing campaign for which users were entered into a raffle to win a free pair of shoes if they used the hashtag #ninjaplease. The campaign has been widely derided throughout the industry and in the lacrosse world. As Warrior was a founding factor in Major League Lacrosse (MLL) and sponsors all teams, some African-American players in the league have protested with the possibility of retiring from the league should the controversy not be handled appropriately. Warrior suspended the campaign and the MLL removed all references to it on 29 October 2012 when the meaning of the hashtag used in the campaign came to the attention of officials of both organizations.[5][6]
Sponsorships
In April 2012 Warrior Sports reportedly signed a sponsorship agreement for Liverpool Football Club worth £25 million per season as of the 2012/13 season, overtaking the English club record of £23.3 million paid by Nike for supplying Manchester United Football Club and the previous deal from Adidas worth £13 million.[7][8][9] On 18 January 2012 Liverpool and Warrior Sports announced a deal between the two organisations that would see Warrior become the Liverpool kit sponsor effective from 1 June 2012. Warrior will create the Liverpool home, away and third kits, as well as their training wear for the next six years.[10][11][12][13] The new Liverpool home kits were launched on the official Liverpool website on 11 May 2012 and were notable for their classic design and a return to a more simplified club badge.[14] The design was welcomed by most fans but has angered some. This is due to the new kit moving the traditional commemorative symbol for the Hillsborough disaster from the front to the back of the kit.[15]
On 5 June 2013, the new Liverpool away kit was launched for the 2013-14 season. Described as "possibly one of the worst football kits of all time",[16] its reception was overwhelmingly negative, both in the press[17][18][19][20][21][22]and from the fans, who quickly took to social media[23] to express their dislike of it.
Warrior is the active uniform manufacturer and provider for the following teams:
- Teams
Liverpool F.C
Persebaya Surabaya DU [24]
Sevilla FC (starting 2013-14 season)[25]
Randers FC (starting 2013-14 season)[26]
Emelec [27]
Sagan Tosu [28]
Deportes Temuco (starting 2013-14 season)
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