DEARBORN, MICH. (SEPT. 9, 2025) – Carhartt, America's premium workwear brand since 1889, and the Detroit Lions today announced a multi-year partnership to celebrate the hardworking spirit of the city of Detroit. Uniting two Michigan brands deeply rooted in the local community, the partnership honors the determination and grit found on the football field and Carhartt's commitment to outfitting the hardest workers with durable gear.
The partnership will engage fans throughout the season with on-site activations at Ford Field, exclusive fan experiences and digital and social media promotions. Additionally, Carhartt will serve as a presenting sponsor for several community activations throughout the Lions season.
"Our partnership deepens our connection to the Lions' passionate and hardworking fanbase and our hometown community of Detroit," said Susan Hennike, Chief Brand Officer at Carhartt. "By combining Carhartt's heritage with one of the most storied franchises in football, we're proud to create meaningful activations that celebrate our shared values of grit, determination and hard work – whether on the field or the jobsite."
"We are thrilled to partner with Carhartt, an iconic, home-grown brand that shares our values," said Mike Disner, Detroit Lions Chief Operating Officer. "The Detroit Lions and Carhartt both believe that the path to success is rooted in hard work and celebrate those who go to work every day to push the city of Detroit forward. We are excited to collaborate with Carhartt and continue to shed light on the grit and determination that both brands embody."
Carhartt will serve as a presenting partner for the following community initiatives – shining a light on the skilled trades in Detroit, spotlighting community leaders and celebrating hardworking employees behind-the-scenes at Ford Field.
- Skilled Trades Day: Skilled trades workers will have the opportunity to purchase tickets at a discounted rate for a select Lions home game. Those who purchase the special ticket will be celebrated with a pregame reception and honored on the videoboard at Ford Field – thanking them for bettering their communities through their commitment to their craft.
- Detroit Lions High School Coach of the Week: During every Lions home game, a high school football coach will be recognized as the "Coach of the Week" – receiving a $1,000 grant from Carhartt for their football program and the opportunity to be selected as "Coach of the Year."
- Ford Field Employees of the Year: Carhartt will honor the annual Detroit Lions and Ford Field Employees of the Year with on-field recognition.
The partnership with the Lions furthers Carhartt's commitment to sports and community within the brand's hometown of Detroit – building on its role as the Official Apparel Provider for the Grounds Crew of the Detroit Tigers and the Ice Crew of the Detroit Red Wings.
As the skilled trades face a growing shortage of workers, both in Michigan and across the country, Carhartt is actively helping strengthen the talent pipeline through training programs and educational opportunities. In Michigan, approximately 47,000 trades jobs are expected annually through 2026, according to the Michigan Department of Labor and Employment. The skilled trades are the backbone of America's infrastructure and economy, and Carhartt remains committed to highlighting all that is possible with a career in the trades.
To learn more about the opportunities available in the skilled trades, visit Carhartt.com/JointheTrades.
