Warrior Sports has been widely reported to have signed a record £25m-a-year kit deal with Liverpool FC, although the brand is yet to confirm the deal.
But Warrior has signalled its ambition to make further inroads into the game in the UK and continental Europe.
The American brand, best known for ice hockey and lacrosse products, has hired consumer agency Threepipe as its retained UK and European agency. This is the first time the brand has hired a PR agency outside of the US.
In Europe, Warrior is initially focusing on football as part of a wider strategy to become a global sports leader. Brand marketing manager Wendy Taylor said: 'This is our first step to becoming a global sports brand and there is no better way of achieving this than being associated with the biggest sport in the world - football.'
Threepipe's remit will include all press office functions, product PR, sponsorship PR around teams and individuals, content production and social media engagement.
Taylor said: 'All our comms and promotions will be about shaking up the football industry, which has become too serious in the past few years, and surprising it.'
The brand will target 13- to 17-year-old football fans and initially focus on promoting kit sales and a range of football boots, balls, gloves, shin guards and training wear.
The brand is currently in negotiations with some top players in the Premiership as well as well-known players from the Spanish, German and Dutch leagues to wear its products.
Warrior Sports was founded in 1992 by former champion lacrosse player David Morrow and was acquired by New Balance in 2004. In the US, it sponsors ice hockey teams and players including captain of the Washington Capitals and Russian international Alexander Ovechkin.
Taylor was hired from Adidas, where she was brand comms manager for team sports. The brand has also hired the Football Association's senior sponsorship manager Kenny McCallum as head of product marketing.