In 1960, the first Lonsdale store on Beak Street, London opened its doors. The store became an instant success thanks to Lonsdale's glorious heritage in boxing, selling branded boxing equipment and fashion products to the British public. The iconic brand was born but few could have predicted at that stage the global phenomenon Lonsdale would become over the subsequent 50 years. Muhammad Ali, Henry Cooper and Ricky Hatton have fought in Lonsdale equipment whilst Paul Weller, Kylie Minogue and Naomi Campbell have dressed in it. The combination of Boxing Heritage with British Culture and an Iconic style makes Lonsdale a true champion both in and out of the ring. Lonsdale will celebrate its 50th anniversary in 2010 with a programme of marketing activities and events to lift the brand to its highest point. Inspired by the famous Lonsdale belt and featuring the colours of the Great British Flag, the 50th anniversary logo collection captures the 3 values that Lonsdale has ingrained into its core - Boxing Heritage, British Culture & Iconic Style.