Brand Story

The Danish-Canadian founder’s passion to create a soccer brand “Locust” came about when the Danish fairy tale was born in football. It was 1992, the year of European Football Championship. Denmark were given just over a week’s notice to get a squad prepared for the Euro ’92 and less than a month later, the underdogs were champions. The Danes had missed out on qualification having finished as runners-up to Yugoslavia and to their surprise inclusion came after Yugoslavia, in a state of civil war, were not allowed to participate in the tournament.

The Danish coach, Sepp Piontek was informed and immediately called players back from vacation to put a team together that could compete in Sweden for the  Championship. Denmark found themselves thrown into eight-team tournament and played some of best teams, England, Sweden, France and Holland to get to the final match against Germany.  Denmark took everyone by shock beating the world champion Germany 2-0 in the final match. This was the first time Denmark won the European Football Championship and only entered the tournament because of a stroke of luck.

Denmark didn’t have the best players, but they had the best team and for the love of the game of soccer this great story continues to empower the Locust ‘Creating Champions’.