Latitude Sporting Co. was founded in 1986 to produce and distribute field hockey sticks in the Indian market. In 1989, the company also began to supply affordable sportswear to local and state-level athletes and soon became a favorite among marathon runners. The entry of big-name brands in the Indian sports market in the 90s forced the company to trim down its product offering and focus solely on cricket and hockey wear for the local and international market. In 2018 the company decided to re-enter the Indian sports market, specializing in the production and distribution of kits for cricket, football, volleyball, hockey, team wear, denim wear, and athletic wear. The company is also committed to continuing its tradition of helping Indian sports at the grass-roots level and is helping many athletes to fulfill their dreams.
When Latitude Sporting Co started its operations, it used to sell its products under the brand name - LSC (short for Latitude Sporting Co.) up until 2018 but have now decided to use the name 'Latitude' on its new product range. Back in the early 90s its hockey stick models V-51, V-101, KD200, and TEZ450 were loved by many State, National, and International level Indian hockey players.
Latitude is again a great example of grit, courage, determination, and resurgence.
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