Capelli Sport Announces Multi-Year Partnership with Atlético Dallas Ahead of Club’s 2027 USL Championship Debut

Agreement names Capelli Sport the club’s official and exclusive apparel and on-field equipment provider through the 2030 season

DALLAS (October 21, 2026) — Capelli Sport and Atlético Dallas have announced a multi-year partnership naming Capelli Sport the club’s official and exclusive apparel and on-field equipment provider through the 2030 season. The partnership comes as Atlético Dallas prepares for its inaugural USL Championship season in 2027 and reflects Capelli Sport’s continued investment in men’s professional soccer in the United States.

Built around the rallying cry “Glory From Dust,” Atlético Dallas will begin play in 2027 at the historic Cotton Bowl Stadium at Fair Park. Rooted in grit, community and heart, the club is building a team and an identity that reflect Dallas’s ambition and resilience. The signing of World Cup veteran Javier “Chicharito” Hernández has offered an early statement of that ambition as preparations continue for the inaugural season.

Capelli Sport will outfit Atlético Dallas’s players, coaches and staff with performance apparel and on-field equipment from the inaugural season through 2030. The partnership will bring the club’s identity to life through apparel designed for the demands of the game and the pride of representing Dallas.

“We believe in a fan-first approach and Capelli gave us something that others couldn’t - a truly custom kit built with us rather than for us, along with a direct line to leadership that makes us a priority, not a number,” said Sam Morton, Chief Commercial Officer and Co-Founder of Atlético Dallas. “With this partnership, we can bring an authentic kit to our fans for under $100.”

“Atlético Dallas represents everything we look for in a partner: a bold vision, a deep commitment to community, and a genuine passion for the growth of the game,” said George Altirs, Founder & CEO of Capelli Sport. “As they prepare for their inaugural season in 2027, we’re proud to stand alongside their organization and help outfit a club built to make an impact both on the pitch and in the community for years to come.”

Details about Atlético Dallas’s inaugural kits and additional partnership initiatives will be announced as the club prepares for its 2027 USL Championship debut. 

ABOUT ATLÉTICO DALLAS
Atlético Dallas is a professional soccer team coming to the historic Cotton Bowl in 2027 as part of the USL Championship. Atlético Dallas was co-founded by lifelong friends and soccer enthusiasts Matt Valentine and Sam Morton with a mission to build community through professional soccer. The organization is committed to making soccer a sport for everyone and to inspire the next generation of athletes and leaders. 

ABOUT CAPELLI SPORT
Capelli Sport is a global sports brand based in New York City. The company is a leader in sports, lifestyle apparel and equipment. Capelli Sport enables athletes and teams to maximize their potential through a unique global sports ecosystem.  Learn more at capellisport.com and find Capelli Sport on Instagram (@CapelliSport).