Beyond the Brand: How Live Breathe Futbol Became More Than Just Apparel

What if you could turn your passion into a movement? That’s exactly what Ebun Olaloye did with Live Breathe Futbol (LBF)—a Philly-based brand born out of love for the beautiful game and built with relentless dedication, storytelling, and grit.

I sat down with Ebun for the first episode of what I’m calling Beyond The Brand—a series where I kick it with founders doing incredible things right here in Philly. No suits. No scripts. Just real talk about the grind, the growth, and the glory.

From Architecture School to Soccer Apparel

Ebun started LBF back in college. He was studying architecture at Temple, skipping class to play soccer, and sketching t-shirt ideas in his notebook. On his 21st birthday, he launched his first tee drop: 21 shirts, made with Anvil blanks, sold through a Big Cartel page.

Nothing fancy. Just hustle, love for the game, and a vision.

He wasn’t trying to build a global brand—he was just trying to do something meaningful. Something memorable. Something that reflected who he was.

That authenticity? It still drives everything they do today.

How Do You Know It’s a Brand?

That moment didn’t come overnight. It came through small wins—like winning a t-shirt contest with the Philadelphia Union and seeing his design worn in the stands. Then came the collaborations, like the one with Sporting Kansas City. Then MLS. And eventually? LBF locked in licensing rights with all 30 MLS clubs.

The brand wasn’t just a side hustle anymore. It was a business. A movement. A platform.

And through it all, Ebun never lost touch with the heart of the game. “I still play. Every week,” he said. “It’s who I am.”

The Business of Building Culture

Running a brand, though? That’s a different sport. And Ebun was honest about that.

He’s a designer first. A creator. Learning to lead a company, manage cash flow, coordinate production with overseas suppliers, and grow a team—that part? That came with experience. And mistakes.

But instead of hiding the hard parts, he shared them. Like the time they had to fly to China just to speed up production on a drop for the Portland Thorns. Or the shift from local screen printing to sourcing custom cut-and-sew garments internationally. Or managing 90-day net terms with retailers like Dick’s Sporting Goods.

As he put it, “It’s like flying the plane while you’re building it.”

Why Storytelling Wins

One thing that stuck with me: Ebun didn’t build LBF on product alone. The apparel world is crowded. Everyone’s using the same blanks, the same cotton, the same factories.

What sets you apart? Your story.

LBF wins because it’s real. Because it started from something personal. Because when people buy into LBF, they’re buying into Ebun’s journey—from Lagos to Philly, from Temple student to brand founder.

And the story doesn’t stop at the checkout. You see it in every drop. You hear it in every interview. You feel it in every detail.

Advice for Aspiring Brand Builders

When I asked what he’d do differently if he started today, Ebun didn’t hesitate: “Build the community first.”

Too many brands launch products without knowing who they’re for. LBF built a community of soccer lovers first—through content, through conversation, through connection. The products came after.

His advice for 2025? Find your edge. Don’t try to be everything to everyone. Be something real to someone specific.

What’s Next for LBF?

With the World Cup coming to the U.S. next year, the timing couldn’t be better. LBF is growing fast—now in 10 MLS stadiums and nearly 100 Dick’s Sporting Goods locations. But Ebun’s eyes are set on global expansion: Real Madrid, Arsenal, Dortmund. Africa. Asia. Everywhere the game is played.

When I asked what he wants LBF to become, he said it plain and simple:

“I want LBF to be the biggest soccer brand in the world.”

And after hearing his story, I believe him.

If You’re Building Something Right Now...

Let this be your reminder: it’s not always about having the perfect plan. It’s about starting. Learning. Messing up. Rebuilding. And most of all—staying true to what makes you, you.

That’s what Beyond The Brand is all about. Philly’s full of builders. Dreamers. Doers. This is just the first of many stories I’m sharing.

Follow along. Tap in. And if you know someone with a story like this—send them my way.

—Written by Mejire Arijaje, Philly entrepreneur & storyteller.