The NFL is a lucrative business and popular clothing brand Chubbies saw an opportunity to get in on the act by signing a tight end to turn around declining sales.
This year has been tough for some retail companies, especially those focused on the fashion sector, causing their sales to fall and even plummet due to more conscious customer spending amid an uncertain economy.
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Solo brands (DTC) Chubbies' parent company, was forced to lower its full-year 2024 guidance after its First quarter earnings reports posted declines in multiple key categories and results were less impressive than expected in the following second quarter.
Although the company showed improvements in Q2 Although net sales rose 0.5% and retail revenue rose 4.8% compared with the prior year, direct-to-consumer revenue fell nearly 1%.
Chubbies gains popularity thanks to a different approach to men's fashion
Since its inception in 2011, Chubbies has been the flagship brand for the common man who loves shorts but disdains the unattainable expectations of stereotypical brands that cater to the model audience.
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Chubbies' unique take on fashion has earned it its title as the go-to staple brand for men who want to feel comfortable yet look stylish while wearing regular-length shorts that aren't as long as Bermuda shorts.
Chubbies designs a strategy with an NFL expert to enter a new market
Chubbies prides itself on being a fashion-forward brand, and to keep up with the latest trends, the brand turned its attention to America's favorite sport, soccer.
The menswear company is looking to tackle the NFL market by expanding its partnership with a fierce ally. The goal is to grow through its strategic partnerships and add a new market to its portfolio, which has successfully driven positive sales increases in the past.
“We remain focused on stabilizing our business while investing in our capabilities and infrastructure to return to growth in 2025,” Chris Metz, CEO of Solo Brands, said in the second-quarter earnings report.
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Wednesday, Chubbies announced a licensing agreement with the NFL to expand its product offering by introducing new styles during the height of the football season.
To ensure that its intentions are met, the brand has chosen San Francisco 49ers tight end George Kittle as its Creative Director of Football. This decision is part of an effort to design a strategy that will diversify the brand and increase sales.
The first installment of this new line will initially feature 12 NFL teams, including the Kansas City Chiefs, Dallas Cowboys, Houston Texans, Tampa Bay Buccaneers, Miami Dolphins, Buffalo Bills, Pittsburgh Steelers, Philadelphia Eagles, Green Bay Packers, Las Vegas Raiders, Minnesota Vikings and, of course, George Kittle's team, the San Francisco 49ers.
Although there is no exact release date, the 12-piece fashion line is set to launch this fall 2024.
For those whose teams were not mentioned in the first release, Chubbies will expand the collection to the rest of the 32 NFL teams by Spring 2025.
“This partnership seamlessly fuses my dedication on the field with my creative passion off the field. I can't wait to bring our shared vision to life and connect with fans in new and exciting ways,” George Kittle said in the announcement.
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