Nat Nast, which cut its teeth as a bowling shirt brand, has switched allegiances.

The company, which has morphed into a luxury men’s wear collection, has inked a deal with the newly launched United Football League to dress its head and assistant coaches. The UFL’s inaugural season kicks off on Thursday. The coaches will wear shirts, pants and shorts from the Nat Nast fall and resort collections that will sport both the UFL logo as well as Nat Nast’s lion emblem.

“We are excited to have been chosen as the official outfitter for the UFL coaches,” said Lawrence DeParis, president and chief executive officer of Nat Nast. “As we look for innovative concepts to expand brand awareness for Nat Nast, dressing these high-profile coaches is a great opportunity to reach a broad audience. The Nat Nast collection appeals to avid sports enthusiasts, therefore our affiliation with this exciting new professional football league is an ideal partnership.”

As part of the deal, Nat Nast will be mentioned during broadcasts of the games and will be listed as the Official Outfitter of UFL Coaches during all games and closing credits. The brand will also be included in on-field signage.

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