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Founded by goalkeeper coach Adam Sells and Chris Tyler. Sells made their first major public appearance when Dean Kiely wore a pair of Sells gloves in Charlton's televised game against Middlesborough in February 2002.
The brand has grown incredibly quickly since then, with Robert Douglas of Celtic lifting the Scottish League Championship in a pair of Sells before the first range of gloves had even been publicly launched. Sells has a number of top keepers as shareholders, including Robert Green, Andy Marshall and Dean Kiely, and quickly secured sponsorship deals with a selection of high profile keepers, such as Mark Schwarzer, Antti Niemi and Jersey Dudek. By August 2004 Sells were able to claim that 30% of the English Premier League, 50% of the Coca Cola Championship and 50% of the Scottish Premier League keepers began the 2004/5 season in Sells gloves. "In as little as 3 years, Sells Goalkeeper Products became the most popular brand amongst UK professional keepers".
Sells have continued to go from strength to strength, with Dudek lifting the Champions League trophy for Liverpool in May 2005 wearing Sells, and the addition of a large portion of the current pick of British goalkeepers - Craig Gordon, Ben Foster, Robert Green - as well as a whole host of other goalkeepers, particularly in the UK.
It seems increasingly likely that the England no.1 at the World Cup 2010, will be wearing Sells, with Robert Green and Ben Foster both fighting for the number 1 spot!
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