# Football League Clothing Partnerships MANMADE Joins Forces with the Canadian Football League By Kalin Ned | Published 2026-06-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/canadian-football-league References: [strategyonline](https://strategyonline.ca/2026/05/29/manmade-manmade-partnership/)  The Canadian menswear brand [MANMADE](https://www.trendhunter.com/trends/manmades-the-boxer-brief) has been designated the official provider of boxer briefs for the Canadian Football League. This partnership has been announced through a digital campaign featuring players Zach Collaros from the [Winnipeg Blue Bombers](https://www.trendhunter.com/trends/athletebranded) and Marc Liegghio of the Hamilton Tiger-Cats. The collaboration between MANMADE and the Canadian Football League positions everyday underwear as performance gear. In other words, the businesses draw a direct line between athletic support on the field and comfort for fans watching from their couches. MANMADE's boxer briefs are constructed from ultra-soft modal fabric, which provides a combination of stretch, airflow, and sweat management that distinguishes them from basic cotton alternatives. Anthony Ciavirella, co-founder, MANMADE, shared: "As the [Official Boxer Brief](https://www.trendhunter.com/trends/underwear-and-socks) of the CFL, MANMADE is proud to support the family jewels of players and fans across the country. Whether you’re on the field or watching the game, no one should have to think about their underwear. We’ve built our brand around delivering premium essentials that perform wherever the day takes you.” Image Credit: MANMADE ## Trend Insights (Trend Hunter) - Score: 8.3/10 - Popularity: 78% | Activity: 93% | Freshness: 77% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Performance Essentials:** Everyday basics are being reframed as technical gear, creating space for premium materials and comfort engineering to redefine commodity apparel categories. - **Athlete-led Intimates:** Player-fronted campaigns bring credibility to underwear and loungewear, turning private apparel into a mainstream performance and lifestyle purchase. - **Fan Comfort Branding:** Sports partnerships are extending beyond jerseys and equipment, linking at-home viewing rituals with products designed around ease, support, and team affinity. ### Industries Being Reshaped - **Menswear:** Premium menswear brands can differentiate core essentials through sport-backed validation, fabric innovation, and positioning that blends daily wear with athletic performance. - **Professional Sports:** Leagues are becoming lifestyle platforms for nontraditional sponsors, broadening revenue opportunities through categories connected to fan routines beyond the stadium. - **Underwear:** The underwear market is shifting from basic replenishment to branded performance solutions, where moisture management, softness, and fit become competitive advantages. ## Related on Trend Hunter - [White Denim Fashion Collections](https://www.trendhunter.com/trends/house-of-hellmanns.md) - [Dual-Sided Sports Scarves](https://www.trendhunter.com/trends/dual-fan-scarves.md) - [Soccer Streetwear Collaborations](https://www.trendhunter.com/trends/soccer-streetwear-collection.md) - [Highly Limited Garment Collabs](https://www.trendhunter.com/trends/junya-watanabe-man-x-reigning-champ.md) - [Inaugural Men's Essentials Lines](https://www.trendhunter.com/trends/mens-essentials.md) - [Reimagined Football Apparel](https://www.trendhunter.com/trends/nfl-readytowear.md) - [Winter-Focused Athletic Collections](https://www.trendhunter.com/trends/ciele-athletics1.md) - [Vintage-Style Athleisure Collections](https://www.trendhunter.com/trends/vintagestyle-athleisure.md) - [Canadian Soccer Style Campaigns](https://www.trendhunter.com/trends/kaila-novak.md)