BALR. is a Dutch brand founded in 2013 by professional football players Demy de Zeeuw and internet entrepreneurs Ralph de Geus and Juul Manders. Eljero Elia and Gregory van der Wiel became shareholders, with the latter selling his shares in 2018. De Zeeuw, Manders and De Geus came up with the concept after brainstorming together to realize De Zeeuw’s passion for fashion. 
The brand is known for its designs with the colors black and white. BALR. aims to make the life of a professional football player accessible to a wider audience.