Loyalty can be defined as a strong feeling of support or allegiance. When I first thought of developing my brand I asked myself what is one of the most important characteristics that I’d like to see in the people around me and myself. One word that came to mind was LOYALTY. My background in sports led me to apply the word loyalty to my relationship with my clients. I began to realize that my players were loyal to the organizations that they represented but the organizations were not loyal to them. Loyalty Is Everything. Taurean Prince and I developed something for us that defined the bond that we had and through that, Loyalty is Everything (L.I.E.) was born. No matter what happens, loyalty keeps us together, and loyalty take us to where we need to go.

 

- Andrew "Ace" Thomas