Speaking of the campaign, Geedup founder Jake Paco said, “Proud to be a problem is a term of endearment. To be a problem is to go against the grain, to challenge and create competition. Knowing Tyson from the West, this is an important opportunity to highlight our roots and our shared values and love for West Sydney.”

The collection dropping alongside the campaign consists of 19 pieces, including premium tees, jerseys, shorts, and technical apparel.

Founded in 2010 by Jake Paco, Geedup initially aimed to create a positive community for young people. Today, the brand has ammassed a global cult following, with offices in Sydney, Los Angeles, and London.

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