Warrior Sports

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Warrior Sports
Type Subsidiary
Industry Sporting goods
Founded 1992; 22 years ago (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
Ice hockey stick

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 football market, producing kits and training equipment for several clubs around the world. The first team to sign with Warrior was the English club Liverpool.[2] Fellow Premier League team Stoke City have introduced Warrior as their new kit manufacturer for the 2014-15 season.


Warrior Sports was founded in 1992 by David Morrow, a former lacrosse player. The company name is derived from Marrow's roots as a member of the Brother Rice Lacrosse team, the Warriors, in Birmingham Michigan. The company started out as the first manufacturer of titanium lacrosse shafts, which changed the game due to their strength and light weight. Morrow went on to highlite the breakthrough shaft as he played for the Princeton Tigers Lacrosse team. He also went on to be the NCAA player of the year. 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 acquired California based manufacturer Innovative Hockey.[3][4]


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]


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:



Ice Hockey[edit]




Charity causes and associations[edit]


International Events[edit]


  1. ^ a b "What I Like.... With Warrior Sports Founder, President & CEO Dave Morrow", SportBusiness Daily, 17 March 2011
  2. ^ Liverpool sponsorship
  3. ^ "About Warrior". Warrior Sports. Retrieved 24 May 2011. 
  4. ^ "Warrior History". Warrior Sports. Retrieved 24 May 2011. 
  5. ^ Wilson, Connor (9 November 2012). "When Marketing Goes Awry: #NinjaPlease". Lacrosse All Stars. 
  6. ^ Foy, Terry (9 November 2012). "Jovan Miller, Warrior Respond to 'Dojo' Campaign, Mainstream Media Attention". Inside Lacrosse. 
  7. ^ "Liverpool's mammoth £25m-a-year Warrior kit deal rewrites the record books". London: Daily Mail. 22 April 2011. Retrieved 25 May 2011. 
  8. ^ "New Balance unit in deal with Liverpool FC". Boston.com. Retrieved 25 May 2011. [dead link]
  9. ^ "Liverpool plans to reclaim record from Manchester United". Boston Herald. Retrieved 24 May 2011. 
  10. ^ "Liverpool signs new kit deal with US firm Warrior". BBC News. 19 January 2012. Retrieved 19 January 2012. 
  11. ^ "LFC and Warrior announcement". Liverpool Football Club. Retrieved 19 January 2012. 
  12. ^ "Liverpool Football Club and Warrior Sports Partnership". Warrior Sports. 19 January 2012. Retrieved 19 January 2012. 
  13. ^ "Liverpool Football Club and Warrior Sports Partnership". Today's Football News. 20 January 2012. Retrieved 20 January 2012. 
  14. ^ "Our new home kit for 2012-13". Liverpool FC. 11 May 2012. Retrieved 11 May 2012. 
  15. ^ "BBC Sport - Liverpool kit launch sparks anger among Hillsborough families". 11 May 2012. Retrieved 11 May 2012. 
  16. ^ http://blog.foxsoccer.com/post/52094489459/liverpool-new-kits-should-already-win-worst-of-the-year
  17. ^ http://metro.co.uk/2013/06/04/liverpool-kit-leak-horrendous-away-and-third-choice-kits-for-20132014-revealed-3827651/
  18. ^ http://www.mirror.co.uk/sport/football/news/new-liverpool-away-kit-design-1932691
  19. ^ http://www.theweek.co.uk/football/53421/liverpool-away-kit-unveiled-why-suarez-wants-quit
  20. ^ The Sun (London) http://www.thesun.co.uk/sol/homepage/sport/football/4956345/Worst-kits-in-English-football-history.html |url= missing title (help). 
  21. ^ http://whatculture.com/sport/liverpool-new-201314-kits-revealed-theyre-awful.php
  22. ^ http://www.101greatgoals.com/blog/shockers-liverpools-new-away-3rd-kits-for-season-20132014-revealed/
  23. ^ http://damianpriday.com/tag/warrior-football/
  24. ^ "Warrior to become official kit supplier for Stoke City Football Club". Stoke City F.C. Stoke City F.C. Retrieved 19 March 2014. 
  25. ^ "Shamrock Rovers". Warrior Football. Warrior Sports. Retrieved 8 December 2013. 
  26. ^ "Sagan Tosu". Warrior Football. Warrior Sports. Retrieved 22 January 2013. 
  27. ^ "fcbusiness Magazine - Warrior snaps up Everton star Fellaini". 3 December 2012. Retrieved 3 December 2012. 
  28. ^ "fcbusiness Magazine - Warrior Football sign Gutiérrez Fellaini". 17 December 2012. Retrieved 17 December 2012. 
  29. ^ "Market Watch - We've Got Kompany: Manchester City and Belgium Captain Signs with Warrior". 8 February 2013. Retrieved 8 February 2013. 

External links[edit]