OPN Puts Footballer-Founded Brands Front and Centre of OPN Rewards
OPN is giving professional footballers who have built brands of their own a featured place inside OPN Rewards, starting with Lui e Lei, the loungewear label founded by footballer Kyle Jameson.
OPN is taking its support for the football industry a step further, giving professional footballers who have built brands of their own outside the game a featured place inside OPN Rewards, the platform’s marketplace for the 1,500+ footballers who use OPN Athlete every day.
Rewards already connects players with offers from brands relevant to their lives on and off the pitch. From launch, that will include brands founded by players themselves, starting with Lui e Lei, the unisex loungewear label built by footballer Kyle Jameson.
Like a growing number of players, Jameson plays and builds at the same time. Lui e Lei (Italian for “him and her”) launched as a capsule wardrobe of limited-run, heavyweight loungewear, built collection by collection rather than chasing seasonal trends.
As Lui e Lei puts it: “High-quality, minimalistic pieces that truly work for both him and her are rare to find.” The label describes its approach as unisex garments with an avant-garde edge, playing with cut, fit and form while keeping the aesthetic timeless, refined and elevated.
OPN co-founder Emily Fenton said giving players a platform for what they build away from football was a natural extension of the company’s work with the game.
She said: “We hear this story constantly: a player with a career on the pitch, quietly building something of their own alongside it. Rewards was designed to put relevant offers in front of players, and there’s nothing more relevant than a brand built by one of their own. Featuring Kyle and Lui e Lei first felt like the obvious place to start.”
Every player and club staff member in the OPN network who opts in to Rewards will see Lui e Lei alongside a dedicated discount code, verified through the app rather than shared publicly, one more way the ecosystem’s support extends beyond players to the staff working alongside them. It is the first of what OPN says will be a regular slot for footballer-founded brands as Rewards opens to a founding group of partners ahead of its 2026 launch inside OPN Athlete.
OPN currently works with more than 50 professional and semi-professional clubs across the UK, and is inviting brands, including those founded by players, to register their interest in becoming an OPN Rewards partner ahead of launch.
