‘The longevity of the business is what we’re looking at for our children. We’re setting this up to make the process for the kids to cope up in the business.’
RHAYAN Cruz asserts that the core Filipino values of hard work, patience, love and respect are the secrets to the success of LGR Sportswear.
Photograph by Ivan Suing for the DAILY TRIBUNE
LGR Sportswear may not be as big as other foreign brands like Nike, Adidas and Anta, but it has something that gives it a special spot in the hearts of the Filipinos: It is deeply-rooted in family values and entrepreneurship.
Founded by a humble sewer by the name of Sonia Cruz, “LGR” stands for the name of her three children — Lucky, Gary and Rhayan — giving consumers a good idea that it is not just a corporate empire but just a small business built on the foundation of family values.
Now the company’s chief executive officer, Rhayan stressed that love for the family sprinkled with hard work, determination and a lot of prayers is their biggest secret into becoming the top sports apparel in the country.
From a small tailoring in Vito Cruz, Manila, LGR emerged as the apparel of choice of some of the biggest teams in the country like the Philippine Azkals, IRONMAN competitors, NLEX Road Warriors, Converge FiberXers and the Meralco Bolts in the Philippine Basketball Association (PBA), Strong Group Athletics (SGA).
“It was named after us three brothers — Lucky, Gary and Rhayan. Lucky now has an architectural firm while Gary is based in the United States,” Rhayan said in a conversation with DAILY TRIBUNE recently.
“Our youngest sister, Eunice, wasn’t included in the name but she the CFO of LGR.
LGR started when the Cruz matriarch was just sewing clothes at her sari-sari store for inter-barangay teams around the San Andres district in 1988.
More than three decades later, the small store at the intersection of Alejo Aquino Street and Don Pedro Street had evolved into a four-storey building complete with a design studio and manufacturing plant.
But more than that, some of the country’s greatest athletes, coaches and team managers had walked through its corridors, cementing its status as one of the best outfitters in the country today.
Rhayan said instead of forging their own paths like their older brothers, he and Eunice opted to stay behind and help their mother take care of their family business.
In fact, the 45-year-old entrepreneur started as a driver for the company while finishing his college education at Letran College.
“I was still in college. I was already here at LGR. What did I do to help? I drove, I did deliveries,” Rhayan, who earned his degree in Computer Science in 2000, said.
“You have to go through every difficult position, not just the prime position at LGR.”
“This is our livelihood. So, we didn’t work outside with my sister. We helped our parents.”
He added that their ability to withstand the challenges from their competitors is what kept them afloat.
“I think around 13 years ago, we had a lot of competition. Now, only a few are left,” Rhayan said, stressing the need of supporting various leagues — from the biggest tournaments like the PBA down to the inter-barangay level.
“For me, number one is support leagues. LGR supports the PBA, Strong Group Athletics (SGA) the IRONMAN Challenge and the EASL (East Asia Super League).”
“Your product has to be up-to-date.”
Rhayan beamed with pride after Letran agreed to appoint them as the official outfitter of its basketball teamfor Season 101 of the National Collegiate Athletic Association.
“I’m proud. Actually, I was awarded by Letran years ago. Since we are active in the industry. They gave me an appreciation token,” Rhayan said.
“We already talked to Letran coaches Allen Ricardo”
LGR was also the Azkals’ outfitter when they competed in the AFC Asian Cup in 2019 at the United Arab Emirates and Cruz thanked backer Dan Palami for trusting them.
“Sir Dan’s trust in LGR was 100 percent from the start. We’re all out in Azkals, in our national team,” Rhayan said.
But LGR’s top client would be SGA, NLEX, Converge and the reigning PBA Philippine Cup champion Meralco Bolts.
When the Bolts won the title over San Miguel Beer last year, Rhayan was in Japan. He, however, had to act quickly after Meralco general manager Paolo Trillo requested them to produce championship shirts.
“Actually, I wasn’t in the Philippines then. I think I was in Japan. He (Trillo) called me up to request for championship shirts,” Rhayan recalled.
“So, we talked about the design and finished it. I delivered it to him right away.”
Rhayan admitted that he is happy seeing the Bolts wear their outfits not only in PBA games but in international tournaments like the EASL and the Basketball Champions League Asia as well.
I was very proud. We’ve been holding on to Meralco for a long time,” Rhayan said, adding that getting international exposure is a major boost to the brand.
“All the teams that have the LGR logo, of course, we’re very happy with the outcome.”
Even with Rhayan now calling the shots, he would still consult his mother for feedback and guidance.
“Mrs. Cruz, is the one who still gives us the idea of what fabric to use. So, she’s still involved in the company,” Rhayan said.
“Folders would actually go by her first and she would give us her suggestions.”
Rhayan added that they made it a point to make sure they focus solely on making sports apparel and not stray too far from it.
“You can’t do anything else if you’re not focused on the business I mean, for now, it’s good to have a lot of sidelines it’s good to have a lot of people to work with but if you have your family business the suggestion is to focus on what you have now,” Rhayan said.
“The other businesses on the side, maybe just do it after the primary business is stable.”
He added that to make sure that the brand will continue to thrive in the generations to come, he is doing his best to get his kids Rhylan, Kezia, and Giana as well as Eunice’s son Ethan more involved.
“The longevity of the business is what we’re looking at for our children. We’re setting this up to make the process for the kids to cope up in the business,” Rhayan said, emphasizing that you’ll never go wrong with determination, patience, hard work and, of course, love for the family.
