ABOUT US

BUILT FROM
PASSION.
DRIVEN BY FAMILY.

Guard Up is a family owned New Zealand business built on a love for football and a mission to protect players at every level.

OUR STORY

We're a family that lives and breathes football.

From grassroots fields to competitive leagues, football has been a part of our lives for as long as we can remember. We've played it, coached it, supported it and watched our kids fall in love with it too.

We started Guard Up because we saw a gap in the market for high, quality, comfortable and reliable protection that players can trust.

Today, Guard Up is more than just a brand – it's a promise to support players to play harder, stay protected and enjoy the game.

Guard Up family

FAMILY OWNED

Proudly a family business operated in New Zealand.

FOOTBALL FOCUSED

We all play, coach and support football at every opportunity.

QUALITY FIRST

Premium products designed to protect and perform.

COMMUNITY DRIVEN

We give back and support the game we love.

OUR MISSION

To deliver the best protective gear so players can play with confidence and focus on what matters most – enjoying the game.

OUR VALUES

  • PASSION – We live and breathe football.
  • INTEGRITY – We do the right thing, always.
  • RESPECT – For our customers, our team and the game.
  • EXCELLENCE – We never stop improving.