Since Lonsdale was originally set up to become a company that sold boxing equipment (and it was founded by an ex-boxer), I would think that it's target market was sportspeople. Specifically, people who like boxing.
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Shawn Lonsdale was born in 1969.
Harvey Lonsdale Elmes was born in 1813.
James Rolston Lonsdale died in 1921.
Horatio Walter Lonsdale died in 1919.
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