#United States #Los Angeles #LINE FRIENDS #LAFC #BROWN

Introduction

On September 9, 2026, Los Angeles Football Club (LAFC) and LINE FRIENDS launched an exclusive merchandise collection during LAFC's Korean Heritage Night. This collaborative effort celebrates both the vibrant culture of the Korean community and the beloved character BROWN from LINE FRIENDS.

The Exclusive Collection

The newly released merchandise comprises several items aimed at both children and adults. Shoppers can choose from adult and kids T-shirts, a kids hoodie, and two versions of the BROWN keyring—Classic and Random Mini. Additionally, fans can get their hands on unique heat-transfer patches that can be applied directly to LAFC jerseys.

This marks a significant milestone in the partnership between LAFC and LINE FRIENDS, which began in March 2026 as part of a celebration for BROWN's 15th anniversary. The collaboration highlights the blending of sports culture with popular global characters, creating an innovative merchandise experience for fans of both LAFC and LINE FRIENDS.

A Celebration of Heritage

The timing of the launch coincided with LAFC's Korean Heritage Night, an event designed to appreciate and celebrate Korean culture and its impact on the Los Angeles community. BMO Stadium served as the venue for this atmosphere of cultural celebration, complete with a pre-game photo zone where fans could take pictures with the BROWN mascot. The event ran from 6 PM to 7:20 PM, promising fans an engaging experience before the soccer match.

Strategic Partnership

IPX, the corporation behind LINE FRIENDS, is focused on broadening its intellectual property offerings, as evidenced by this collaboration with LAFC. The partnership gives each organization the opportunity to reach new audiences and create unique merchandise experiences while celebrating shared values and culture.

An IPX spokesperson mentioned, “We are thrilled to officially launch this exclusive collection… This collection offers both LAFC supporters and LINE FRIENDS fans a fresh, meaningful way to express their passion.” This reflects a commitment to making sports more relatable and enjoyable through creativity and collaboration.

Where to Buy

The merchandise collection is available for purchase at the LAFC HQ Shop, located within the stadium, and online at MLSstore.com. Importantly, the BROWN Random Mini Keyring can only be procured at the LAFC HQ Shop, making it a unique item for fans of the team.

About LINE FRIENDS

LINE FRIENDS began as a character brand featuring BROWN, CONY, and SALLY, designed for the popular LINE messaging app, boasting over 200 million active users globally. Since then, IPX has strategically diversified its brand portfolio to include other characters and extend its reach in the global marketplace, capitalizing on partnerships with significant companies like Netflix and HoYoverse to appeal to the Millennial and Gen Z demographics.

About LAFC

LAFC has represented the burgeoning Los Angeles soccer community since 2018. The club not only holds the title of the 2022 MLS Cup Champion but also aims to cultivate a diverse and welcoming environment both on and off the field. Through innovative partnerships and community engagement, LAFC continues to enhance the game day atmosphere for its fans.

Conclusion

This collaboration between LAFC and LINE FRIENDS illustrates the commercialization of sports events while embracing cultural festivities. By offering exclusive merchandise like the new collection, both institutions strengthen their connection with fans and broaden their appeal in the sports-community nexus. With the continued support from their fans and innovative partnerships, the trajectory for both LAFC and LINE FRIENDS looks promising as they seek to provide engaging experiences for future matches and events.