Growing up in a European academy system, making it all the way to the professional soccer scene in Germany and Sweden,Lukas & Johan both decided to try their luck in the United States college system in 2017.

Throughout their time at college in New York, both had developed a strong passion for coaching and working with youth organizations as club directors. 

Serving as a Director of a New York soccer club, communicating with players, coaches, families and all other tasks that comes along with running a soccer club, Johan realized that there was a lack of option in the apparel and uniform market. Not only was there limited options in the choice of uniforms, but the current brands and online ordering system seemed to only benefit the brands, not the clubs themselves. 

In 2021, New Gen Sports Group was founded to tackle the current teamwear options in the United States, shifting the focus away from the brands to fully focus on the clubs by serving an end to end solution in creating clubs' own apparel brands, customizing uniforms, online store distribution system, and cash back directly to the club to cover operation expenses.

With the core ambition of being the most reliable, affordable, and fastest distributer of customized teamwear for soccer clubs in the United States, New Gen Sports Group has since erupted into the market and is currently supplying thousands of soccerplayers and fans accross the United States with unique teamwear and fanwear.