Smiley Sports Debuts
Smiley® Sports, the new brand launched in joint venture between Market Studios and the iconic Smiley brand, made its debut with a soft launch at the MAGIC Vegas trade show in August. This exclusive preview unveiled the innovative sportswear collection based on Smiley’s signature positivity and its sports balls iconography.
Nicolas Loufrani, CEO, The Smiley Company, reflects on the evolution of Smiley’s sports icons. “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” Loufrani notes. “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, Market Studios, said on the launch, “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 sports 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.”
The Smiley Sports philosophy aims to counter the prevailing narratives in sportswear by fostering a sense of inclusivity and joy. Our research indicates that many kids and young people are disengaging from traditional sports, feeling that it lacks the fun and excitement found in esports and digital games or that they will never be good enough. This trend is contributing to societal issues such as obesity, poor health and social isolation. Smiley Sports seeks to address these challenges by making sports a more entertaining and engaging activity, promoting an active lifestyle through a sense of community and fun, where you don’t have to be the best but just enjoy, keep active and connect.
Michael Cherman, Founder & Creative Director for Market, said, “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.”.
