Licensed clothing brand specialist Cherokee has signed a sponsorship deal for its Sideout brand with US beach volleyball star Todd Rogers.

Rogers will wear Sideout clothing during the beach volleyball competition at the Beijing Olympics and at the medal ceremony, should he and partner Phil Dalhausser win a medal.

The pair are favourites to win gold in the men's competition. "I'm born and bred in Southern California and grew up with Sideout," said Rogers.

"Todd is a great athlete with great character and work ethic; he exemplifies the Sideout brand," said Cherokee president Howard Siegel.