About · Est. 2017 · NJ/NY
The everyday
game.
JOGALAVIDA (JLV) makes apparel, stories and tools for the league nights, small-sided pitches and Sunday games where soccer actually lives.
Our story
Amateur does not mean unimportant.
JOGALAVIDA began in 2017 in a league in Chinatown, New York. Three friends played together every week, with a rotating cast of teammates from everywhere. The name says what it was about: joga la vida, play and live it.
Then came the shirts, then the videos, then a brand. Today JLV’s players come from across New Jersey and New York. We make clothing people wear as identity, tell the game’s stories, run a community where anyone can find a game, and build tools for coaches: printable workbooks and Squad IQ, an iOS coaching app. Different passports, one game.
Founded in 2017 by Dean Rivers.