Live Breathe Futbol
Live Breathe Futbol is an American soccer-inspired clothing brand founded in Philadelphia in 2010.
Last updated August 31, 2026
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Overview
Live Breathe Futbol is a soccer-inspired apparel brand established in 2010 by Ebun Olaloye and Domenick Cucinotta while both were students at Temple University in Philadelphia. The brand emerged from the founders’ interest in football culture and initially sold soccer-themed T-shirts through an online channel. Its identity was built around the cultural and lifestyle dimensions of soccer rather than solely around club or national-team merchandise, giving it a position within the broader American soccer-fashion and supporter lifestyle market. A significant early development came in the fall of 2012, when the company introduced the LBF is Forever collection. The range expanded beyond basic T-shirts to include a track jacket, scarf, hoodie, sweater, and T-shirt. Coverage from soccer journalist Keith Hickey at Goal.com described the collection as a step forward for the American soccer lifestyle label, helping bring wider attention to the brand and its broader apparel ambitions. The company expanded its visibility and retail distribution in 2013. It received attention in The Philadelphia Inquirer after being selected as one of the winners of a FedEx small-business grant contest. During the same year, it released The Rebels and The Little Victories collections. Its products also moved beyond direct online sales as Passion Soccer Boutique, Village Soccer Shop, and Paradise Soccer Club began carrying the label. These developments indicate a shift from a small online merchandise operation toward a brand supported by specialist soccer retailers. The 2014 FIFA World Cup in Brazil provided another important commercial opportunity. Live Breathe Futbol released the American Futbol and World Cup Winners collections, which were reported as performing strongly during the tournament period. The World Cup connected the brand with heightened interest in soccer in the United States and gave its American soccer-focused identity a timely platform. In the same year, the company secured its first European retail account with Unisport, a Denmark-headquartered sports retailer. This represented an initial step into international distribution. Publicly available reference material documents the brand’s founding, early collections, retail relationships, and World Cup-era growth through 2014. It does not provide sufficient information to establish the company’s later ownership, management, financial performance, current product range, corporate structure, or present operating status. Accordingly, Live Breathe Futbol is best characterized as a privately held, soccer-oriented apparel brand with documented roots in Philadelphia and early distribution in the United States and Europe.
History
Live Breathe Futbol was founded in 2010 by Ebun Olaloye and Domenick Cucinotta while they were students at Temple University in Philadelphia. The founders began by selling soccer-inspired T-shirts online, establishing the brand as a football-culture label rather than a conventional sports-equipment company. In fall 2012, the brand broadened its assortment through the LBF is Forever collection. The collection included a track jacket, scarf, hoodie, sweater, and T-shirt, demonstrating an early move toward a complete lifestyle apparel range. Soccer journalist Keith Hickey of Goal.com covered the collection and characterized it as a significant development for an American soccer lifestyle label. Live Breathe Futbol gained further attention in 2013 after being identified as a winner of a FedEx small-business grant contest. The Philadelphia Inquirer also covered the company during this period. The brand released The Rebels and The Little Victories collections and expanded into specialist retail, with Passion Soccer Boutique, Village Soccer Shop, and Paradise Soccer Club carrying its products. The 2014 FIFA World Cup in Brazil became an important promotional and commercial moment. Live Breathe Futbol introduced the American Futbol and World Cup Winners collections, which were reported to have performed well during the tournament. The same year, the company entered European retail through Unisport in Denmark, its first documented European retailer. The available reference material ends with this period of early growth and does not establish the brand’s subsequent corporate development, ownership, management, financial condition, or current activity.
- 2014
World Cup collections and first European retailer
[1]The American Futbol and World Cup Winners collections benefited from interest around the Brazil World Cup, and Unisport became the brand’s first documented European retail partner.
- 2013
Grant recognition and specialist retail expansion
[1]Live Breathe Futbol won a FedEx small-business grant contest and entered additional soccer specialty stores while releasing two new collections.
- 2012
LBF is Forever collection released
[1]The brand introduced a broader fall apparel collection including outerwear, accessories, knitwear, and T-shirts.
- 2010
Brand founded in Philadelphia
[1]Ebun Olaloye and Domenick Cucinotta founded Live Breathe Futbol while studying at Temple University and began selling soccer-inspired T-shirts online.
Products and positioning
A soccer-culture and lifestyle apparel label combining football-inspired graphics and collections with casual clothing for supporters and enthusiasts.
Apparel collection · 2012
LBF is Forever
Released in fall 2012, LBF is Forever was an expanded soccer-lifestyle apparel range comprising a track jacket, scarf, hoodie, sweater, and T-shirt. It marked a move beyond the brand’s initial online T-shirt business toward a more complete seasonal collection.
Apparel collection · 2013
The Rebels
The Rebels was one of two collections released by Live Breathe Futbol in 2013. Available reference material identifies the collection but does not provide a detailed product list or design description.
Apparel collection · 2013
The Little Victories
The Little Victories was introduced in 2013 as part of the brand’s continued expansion of soccer-inspired clothing. The available sources do not specify its individual garments or design themes.
Apparel collection · 2014
American Futbol
American Futbol was a World Cup-period collection released in 2014. It aligned with the brand’s American soccer identity and benefited from increased attention surrounding the FIFA World Cup in Brazil.
Apparel collection · 2014
World Cup Winners
World Cup Winners was released in 2014 alongside the American Futbol collection. Reference material reports strong performance during the Brazil World Cup period but does not provide detailed sales figures or a full product breakdown.
Brand decisions
2014
Use the World Cup moment and enter EuropeStrategyBackground
The 2014 FIFA World Cup created a high-profile opportunity for a soccer-focused apparel brand with an American identity.
Action taken
Live Breathe Futbol launched the American Futbol and World Cup Winners collections and established a retail relationship with Denmark-based Unisport.
Aftermath
The collections reportedly performed well, and Unisport became the brand’s first documented European retailer.
2013
Expand through specialist soccer retailersStrategyBackground
Following early online sales, the brand pursued physical distribution within soccer-focused retail channels.
Action taken
Passion Soccer Boutique, Village Soccer Shop, and Paradise Soccer Club began carrying Live Breathe Futbol products.
Aftermath
The move increased the brand’s presence in specialist soccer retail while it continued releasing new collections.
2012
Broaden the brand beyond T-shirtsProduct launchBackground
The company began as an online seller of soccer-inspired T-shirts and then sought to establish a broader seasonal apparel identity.
Action taken
It released the LBF is Forever collection with jackets, scarves, hoodies, sweaters, and T-shirts.
Aftermath
The collection received attention from soccer media and supported the brand’s development as a soccer lifestyle label.
Sources1 sources
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