This year marks the 10th anniversary of Kingz’s partnership with Leandro Lo. The relationship between Leandro and Kingz began in 2016 at the Walter Pyramid in Long Beach, California, during the IBJJF Worlds. 

That year, Leandro Lo captured his fifth consecutive world title — this time in the medium-heavyweight division, after previously winning world titles at both lightweight and middleweight. It also marked the beginning of his story with Kingz. 

Since then, Leandro became much more than an athlete representing the brand. He became one of the greatest legends in jiu-jitsu, respected not only for his accomplishments on the mats but also for the person he was outside of the competition environment. No matter the team banner, Leandro was admired and respected across the entire jiu-jitsu community. 

To continue honoring his story, Kingz is launching a new campaign inspired by Leandro Lo: Respect Is Earned, Not Given. More than just a campaign, the message represents exactly who Leandro was: someone respected by everyone around him, both on and off the mats. 

Today, the relationship between Kingz and Leandro’s legacy goes far beyond products and sponsorships. A percentage of sales from Leandro Lo products is directed to Instituto Leandro Lo in São Paulo, Brazil, helping make the project possible and allowing his impact to continue through the next generation. 

After Leandro’s passing, his sponsorship was also redirected to his mother, Fátima, continuing the support for the family and the institute carrying his name. 

Instituto Leandro Lo has become an important space for children and young athletes, using jiu-jitsu as a tool to create discipline, opportunity, and new possibilities for the future. When students leave the institute at 17 years old, they are guided toward Brotherhood Team to continue their competitive career.  

More than a partnership, the relationship between Kingz and Instituto Leandro Lo is about preserving a legacy that continues to inspire generations worldwide. Through every project and every life impacted by the institute, Leandro Lo’s name continues to live on. 

Respect Is Earned, Not Given officially releases on May 30 at 10 a.m. PT at the iconic Walter Pyramid during the IBJJF Worlds and will be available for purchase online.