Jögel

Jögel is a Russian sportswear company headquartered in Moscow and focused on products for organized team sports. Its range is associated particularly with association football, basketball, volleyball and futsal, alongside equipment and apparel for other sporting activities. The brand was established in 2015 by Armenian-Russian businessman Artur Movsesyan. The company’s origins are connected to a family history in sporting goods: after the dissolution of the Soviet Union, Movsesyan’s father, a former track-and-field athlete and coach, began selling sports products. That experience influenced Artur Movsesyan and his brother to develop a dedicated sports brand. Jögel’s business model is centered on outfitting teams, athletes and sports organizations rather than positioning itself primarily as a lifestyle-fashion label. Its visibility has therefore been driven by institutional partnerships, sponsorships and team supply arrangements. The brand has been associated with Russian football clubs and players, as well as with football organizations in Armenia and Belarus. Its sponsorship portfolio has included clubs such as FC Alashkert, Pyunik, Dynamo Minsk, Akron Tolyatti, Amkal Moscow, Veles Moscow, Dynamo Bryansk, Spartak Moscow, Zenit Saint Petersburg and SKA-Khabarovsk. Publicly listed player associations include Ilya Svinov, Aleksandr Selikhov, Stanislav Agkatsev, Igor Leshchuk and Mikhail Kerzhakov. Jögel became especially prominent in Russian football after Adidas ended its sponsorship of the Russia national football team in 2022, following Russia’s invasion of Ukraine. Jögel subsequently became the supplier and sponsor of the Russia men’s and women’s national football teams, with the agreement taking effect in 2024 and reported to run through 2026. This arrangement gave the relatively young domestic brand a high-profile role in Russian football and linked its commercial development to the replacement of an international sportswear supplier. In November, the company also became a partner of Russia’s mini-football association, extending its presence beyond outdoor association football. The available reference material does not establish Jögel’s precise ownership structure, revenue, workforce, retail footprint or international distribution network. It also does not identify a standalone public website URL or any stock-market listing. On the available evidence, Jögel remains an active Russian team-sports brand whose identity is built around functional sporting goods, domestic institutional relationships and sponsorship of football organizations.

Jögel was founded in 2015 by Artur Movsesyan, an Armenian-Russian businessman. The brand emerged from a family connection to sports and sporting-goods commerce. Movsesyan’s father had been a track-and-field athlete and coach and, following the collapse of the Soviet Union, began selling sporting goods. That experience provided the background for Artur Movsesyan and his brother to establish a new sportswear enterprise. From its foundation, Jögel concentrated on organized sports, including association football, basketball, volleyball and futsal. Rather than being described primarily as a general fashion or casualwear label, it developed around team apparel, sports equipment and relationships with clubs, athletes and governing organizations. The company is based in Moscow, although the available reference material does not specify its manufacturing arrangements, retail structure or detailed geographic distribution. Jögel’s profile increased through sponsorships and supply agreements in football. Its reported club relationships have included FC Alashkert and Pyunik in Armenia; Dynamo Minsk in Belarus; and a range of Russian teams, including Akron Tolyatti, Amkal Moscow, Veles Moscow, Dynamo Bryansk, Spartak Moscow, Zenit Saint Petersburg and SKA-Khabarovsk. The brand has also been associated with football players including Ilya Svinov, Aleksandr Selikhov, Stanislav Agkatsev, Igor Leshchuk and Mikhail Kerzhakov. A major turning point came after Adidas cancelled its sponsorship of the Russia national football team in 2022 in response to Russia’s invasion of Ukraine. Jögel subsequently secured the Russia national-team sponsorship, with the agreement taking effect in 2024 and reported to remain in force until 2026. The arrangement covers the Russia men’s and women’s national teams and positioned Jögel as a domestic replacement for a major international sportswear company in one of the country’s most visible sports properties. In November, Jögel also became a partner of Russia’s mini-football association. This broadened its institutional sports presence from conventional outdoor football into mini-football or futsal-related activity. The reference material does not provide a precise date for that partnership, nor does it document subsequent changes to the agreement. The available information identifies Jögel as an active Russian sportswear company but does not establish its revenue, valuation, ownership beyond its founding history, employee count, manufacturing locations, or public-market status. Its documented development is nevertheless clear: the brand grew from a family-influenced sporting-goods initiative into a team-sports supplier with a significant role in Russian football sponsorship, particularly after the withdrawal of Adidas from the Russia national-team relationship.

• 2024

  Russia national-team agreement takes effect

  [1]Jögelen.wikipedia.org

  Jögel's reported agreement with the Russia men's and women's national football teams begins and is stated to run through 2026.

• 2022

  Adidas ends its Russia national-team sponsorship

  [1]Jögelen.wikipedia.org

  Adidas cancels its sponsorship of the Russia national football team following Russia's invasion of Ukraine, creating an opening for a domestic supplier.

• 2015

  Jögel is founded

  [1]Jögelen.wikipedia.org

  Artur Movsesyan establishes Jögel as a sportswear company focused on football, basketball, volleyball, futsal and other sports.

• Partnership with Russia's mini-football association

  [1]Jögelen.wikipedia.org

  Jögel becomes a partner of the Russian mini-football association in November, extending its football sponsorship activity.

A domestic Russian team-sports brand positioned around functional apparel, equipment and institutional sponsorships for football and other organized sports.

• Football apparel

  Association football teamwear

  Jögel's core football offering consists of team-oriented apparel and related sporting goods for clubs, players and national teams. Its role as supplier and sponsor of the Russia men's and women's national teams gives this category particular prominence. The available material does not enumerate specific garment models or technical specifications.

• Indoor team sports

  Basketball and volleyball products

  The company identifies basketball and volleyball among the sports for which it produces goods. These lines are part of its broader team-sports portfolio, although the available sources do not provide a detailed catalogue or distinguish individual product families.

• Futsal apparel and equipment

  Futsal and mini-football products

  Jögel also serves futsal and mini-football. Its partnership with Russia's mini-football association reinforces the brand's connection to this segment, but specific products, launch dates and technical features are not documented in the available reference material.

• 2024Russia national football team sponsorship

  Russia

  Jögel became the reported sponsor and supplier of the Russia men's and women's national football teams after Adidas withdrew from the relationship.

  Outcome. The agreement raised Jögel's visibility as a domestic sportswear alternative and was reported to run through 2026.

  Source

• 2024

  Enter the Russia national-team sponsorship roleStrategy

  Background

  Adidas ended its sponsorship of the Russia national football team in 2022 after Russia's invasion of Ukraine, leaving the national-team supplier relationship open to a domestic brand.

  Action taken

  Jögel began its reported sponsorship and supply agreement with the Russia men's and women's national football teams.

  Aftermath

  The agreement gave Jögel a high-profile institutional platform in Russian football and was reported to continue until 2026.

  Source

• Expand football institutional partnerships into mini-footballStrategy

  Background

  Jögel already operated across football and other team sports and sought additional visibility through sports-organization relationships.

  Action taken

  The company became a partner of Russia's mini-football association in November.

  Aftermath

  The partnership extended Jögel's documented sports presence into mini-football, although the available material does not provide further commercial details.

  Source

1. 1Jögelen.wikipedia.org