FALSE 9 were commissioned by London Lions to help launch their landmark collaboration with European fashion label Beautiful Struggles. 

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The limited-edition Euro Varsity jacket had been especially made to immortalise the 2022/23 Lions roster and to commemorate a special season for the men’s team as the first UK franchise to compete in the 7Days EuroCup play-offs - and the women’s team for being one of the most dominant outfits in the game after securing a 52 domestic win streak. 

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Shot exclusively on the London Lions home court in the Copper Box Arena, Stratford, the campaign united London Lions first-team stars, coaches, youth teams, volunteers, management and mainstays; alongside the trophies and accolades collected on the roads of their individual carers, to celebrate the team behind the most exciting season in British basketball history.