Oxen Sports was born in a Hull meeting room out of adversity, and seven years on, you'll find the brand in kit bags, dressing rooms and locker rooms across the country and around the world.
In this episode of North of Ordinary, host Tina Swann sits down with Lee Jenkinson, CEO of Oxen Sports and Elite Pro Sports, to unpack how a brand created beneath C4DI's feet became Hull City's Premier League kit partner.
Lee talks openly about the pivot that started it all, why the kit that divides opinion always sells best, and the storytelling behind the Tigers' new 26/27 home shirt. He also reveals the thinking behind the newly launched Oxen running brand with rugby league legend Kevin Sinfield, the long road to building genuine club relationships, and why \"sometimes a no is as powerful as a yes.\"
This is a conversation about Hull pride, the long game, and what it really takes to build a sports brand on your own terms.
North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries to: hello@c4di.net
The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/
Produced by Audite Podcast Production.
https://www.audite.uk/
Chapter Markers.
00:00 Born out of adversity: where Oxen began
03:40 Athlete-led product and the new boot for 2028
06:00 Launching Oxen running with Kevin Sinfield
09:00 What Hull means to the brand
11:30 Becoming Hull City's first Premier League kit partner
16:30 The kit that divided opinion
19:30 Why \"a no is as powerful as a yes\"
25:00 Listening to fans and the women's range
26:00 What's next: Australia, the NRL and the long game
30:00 Quickfire round
#NorthOfOrdinary #OxenSports #HullCity #HullBusiness #EastYorkshire #KevinSinfield #KitDesign #BusinessPodcast #Hull #TheTigers
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