Smiley Sports sportswear is based on Smiley’s signature positivity and its sports balls iconography.

“I began creating Smiley sports emoticons in the late ’90s to enhance digital communication around sports – they were mostly based on balls but also used accessories like boxing gloves or skateboards,” said Nicolas Loufrani, CEO, The Smiley Company.

“We are now proud to take the concept to wider audiences in this joint venture with the company behind the Market success story and the famous Smiley basketball, which has become an icon of streetwear.”

Vinod Kasturi, CEO at Market Studios, added: “At Market Studios, play is at the heart of everything we do. We’re excited to expand our partnership with The Smiley Company to launch Smiley Sports, an uplifting and inclusive sports brand that celebrates the joy of movement.

“This is more than just a brand launch – it’s a continuation of our broader vision to build a portfolio of iconic owned and licensed brands under the Market Studios umbrella that redefine the intersection of fashion, sports, and culture.

“Smiley sSports embodies our core values of community, fun, wellbeing, and friendship. Unlike traditional sportswear, which often emphasises competition and excellence, Smiley Sports focuses on making sports accessible and enjoyable for everyone.”

Michael Cherman, Founder & Creative Director for Market, continued: “Smiley Sports was born from the creation of our flagship product, the Smiley Basketball. We saw a unique opportunity to bring together the passion for sports with the pure joy of being a fan.

“Our brand is built for everyone from youth and adult athletes, to fans who love the game, all the way to folks looking to stay casually active. Smiley Sports is the brand that’s ‘always playing,’ whether you’re cheering from the sidelines, shooting hoops with friends, or strategizing in your fantasy football league.

“We’re here to fuel your love for the game, in every form. As we continue to grow, Smiley Sports will be your go-to source for accessible, high-quality gear that makes everyone feel part of the action – because we believe sports should be fun, welcoming, and for everyone.”.

The brand enjoyed a soft launch at MAGIC Vegas last month.

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