Henri Lloyd has announced British offshore sailing star Sam Goodchild as their latest official brand ambassador, strengthening the iconic brand’s connection to high-performance sailing and the athletes pushing boundaries at sea.
Known for his quiet determination and relentless work ethic, Sam Goodchild’s story is a natural fit for Henri Lloyd’s identity—one built on resilience, endurance, and trust in gear that performs under pressure.
Born into a seafaring family and raised sailing the ocean, Sam’s life has always been shaped by the ocean. His career began in dinghies before quickly progressing to offshore and ocean racing, where he’s forged a reputation as one of the most adaptable and capable sailors on the international circuit.
Sam Goodchild: from the anchorage to the atlantic frontline
Now aged 34, Goodchild has chalked up a string of notable achievements, including podium finishes in the Transat Jacques Vabre, Route du Rhum, and most recently, winning the IMOCA Globe Series—a grueling championship that spans thousands of offshore miles in some of the most challenging sea states on Earth.
“I’ve worn Henri Lloyd for years, long before this partnership came about,” said Goodchild. “It’s a brand that’s always had a deep understanding of what sailors actually need—practical gear that keeps you safe and helps you perform at your best.”
Henri Lloyd, long celebrated for its heritage in British sailing and innovation in marine clothing, is undergoing a brand resurgence, reconnecting with serious sailors and offshore professionals alike. The partnership with Sam Goodchild comes at a time when the company is focused on performance-led design and cutting-edge technical garments that support elite athletes.
“Sam is the embodiment of modern offshore sailing,” says Henri Lloyd CEO, Graham Allen. “He’s versatile, driven, and entirely focused on performance. We’re proud to have him representing Henri Lloyd as we continue to build gear that keeps up with sailors at the top of their game.”
Goodchild’s appointment as brand ambassador is not just a symbolic nod to his status in the sailing world—it’s a strategic alignment. With multiple campaigns across the IMOCA circuit and potential Vendée Globe ambitions in view, Henri Lloyd will be outfitting Goodchild with their latest gear, and working with him to develop and test new innovations in real-world conditions.
It also reflects the brand’s ongoing effort to re-establish itself not just as a heritage name, but as a leading-edge performance partner for today’s ocean sailors.
The Chandlery with Henri-Lloyd partner SSANZ 2025/26
For Goodchild, the partnership is a seamless fit.
“Henri Lloyd has always been about making things better—for sailors, for the sport, and for the next generation,” he says. “I’m stoked to be part of that story moving forward.”
With his feet firmly planted on deck and his sights on new offshore challenges, Sam Goodchild—Henri Lloyd’s latest brand ambassador—embodies the grit and spirit the brand stands for.
