Charly

Charly was born in 1949 in León, Guanajuato, Mexico's footwear capital, but under the unlikeliest name for a future sporting power: Campanita, "little bell", a maker of baby shoes. Only in 1977 did it swap booties for trainers and adopt its current name, and the decisive turn came in 2010, when it became Skechers' exclusive distributor in Mexico, gaining the financial muscle for the next step: Charly Fútbol, launched in 2014 with two second division clubs. Five years later it was the brand with the most teams in Liga MX, ahead of Nike and Adidas, dressing Santos Laguna, Pachuca, Atlas, Querétaro and company, and still found time to kit out the Cuervos de Nuevo Toledo, the fictional club from the Netflix series. Today it has over 160 stores, a presence in Chile and the United States and even the Call of Duty licence. From baby shoemaker to terror of the multinationals, all without leaving León.