Wikipedia
BALR. is a Dutch brand founded in 2013 by professional football players Demy de Zeeuw, Eljero Elia, Gregory van der Wiel and internet entrepreneurs Ralph de Geus and Juul Manders. De Zeeuw came up with the concept during one of his long car trips when he played for FC Spartak Moscow in Russia.
The brand is known for designs with the colours black and white. BALR. aims to make the life of a professional football player accessible to a wider audience.
BALR. only sells their products online. In 2014, a pop-up shop was opened in Amsterdam. This was the only time products from the brand could be purchased in-store.
The label gained traction in 2014 when the Legends shirts were released. The shirts, with names of legendary football players like Dennis Bergkamp, Zinedine Zidane and Diego Maradona and their birthdates were a success. Since then, a lot of professional players have been spotted with BALR. products, although they have no affiliation with the brand like players have with many other brands.