Tower London Announces Partnership with Giannis Antetokounmpo’s Family-Owned Label ANTETOKOUNBROS

The two brands will reveal joint plans for activations and initiatives in the coming months.

Footwear 
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Over the past three decades, footwear retailer Tower London has grown to be a firm fixture on London’s high streets with a compendium of retail stores serving up Dr. Martens, Clarks Originals, and other premium brands. Now, the retailer embarks on the next step in its journey, joining forces with streetwear brand ANTETOKOUNBROS.

Co-owned by NBA star Giannis Antetokounmpo and his three brothers; Thanasis, Kostas and Alex, ANTETOKOUNBROS is built on a shared Greek heritage with premium pieces designed and developed in the country. As well as its stores in Athens, it also boasts a new retail location in Giannis and Thanasis’ basketball home of Milwaukee.

With both brands working towards further expansion, the new partnership will see Tower London founders Yiannis and Gerry Demopoulos work alongside Antetokounmpo brothers as advisors on the brand’s board. While more details are yet to be revealed, it is expected that they will harness their individual expertise to bridge the gap between sport, fashion and footwear to garner more excitement across the globe.

In an official statement, Tower London director and co-founder Gerry Demopoulos shares, “The partnership with ANTETOKOUNBROS came about from our shared passions for community and basketball but also from an admiration and respect for the Antetokounmpo family and what they’ve done as ambassadors for the sport, for Greece and for the spirit of determination, family and overcoming the odds. This led to a meeting of minds for both brands and a collective vision for where we can grow together in the streetwear and fashion industry.”

“We share the same values, principles, ethos, and a deep appreciation for our family and Greek origins,” shares Thanasis Antetokounmpo. “Inspired by a sense of brotherhood, we aspire to build not just a retail alliance but a dedicated supportive community hub where families and friends can connect, thrive, and find joy and support to build their legacy.”

Stay up to date with the latest from Tower London by heading to its website.

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