Beitar Jerusalem Launches New Brand BJR as Yarden Cohen Aims for Championship

Beitar Jerusalem officially launched its new in-house apparel brand, BJR, on Sunday, marking a strategic move to design, develop, and produce its own clothing and fashion products. This initiative gives the club full control over the entire process, from design to manufacturing.

During the event, new signing Tomer Yosefi expressed excitement about joining the club and competing for titles. He highlighted the strong team spirit and quality locker room atmosphere, praising coach Almog Cohen's football knowledge and leadership. Yosefi said, "I hope we start the season well and achieve our goals step by step."

Defender Yarden Cohen also spoke about the new brand, calling it a significant upgrade for the club. Reflecting on his breakout season, he stated, "We want to win the championship this season and I aim to win titles with Beitar and earn more national team appearances."

Forward Timo Mozi emphasized the importance of the club's independent direction and the excitement around the new brand. He noted the team's focus on starting the season strong, especially in the upcoming European matches.

Beitar Jerusalem will depart for a training camp in Bulgaria on Wednesday to prepare for their European fixtures, including the July 18 match against Hapoel Tel Aviv and the Conference League qualifiers against AEK Larnaca on July 23 and 30.