The NFL is a lucrative business, and popular apparel brand Chubbies saw an opportunity to join in by tapping a tight end to reverse 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 customers' more conscious spending amid an uncertain economy.
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Solo Brands (DTC) , the parent company of Chubbies, was forced to lower its full-year guidance for 2024 after its Q1 earnings reports showed declines in multiple key categories, and outcomes were less impressive than expected in the following Q2.
Although the company showed improvements in Q2 through increasing net sales by 0.5% and retail revenues by 4.8% compared to the year prior, direct-to-consumer revenue still fell by nearly 1%.
Chubbies gains popularity through a distinct approach to men's fashion
Since its inception in 2011, Chubbies has been the signature brand for the common man who loves short-shorts but despises the unattainable expectations of the stereotypical brands that target the model-like audience.
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Chubbies' unique take on fashion earned it its title as the staple brand for men who want to feel comfortable yet look stylish while wearing regular-length shorts that aren't as long as Bermudas.
Chubbies devises a strategy with an NFL insider to enter a new market
Chubbies prides itself on being a trend-forward brand, and to keep up with the latest rage, the brand turned its attention to America's favorite sport, football.
The menswear company wants to tackle the NFL market by extending its partnership with a fierce ally. The goal is to grow through its strategic partnerships and add a new market to its pocket, which has successfully prompted positive sales increases in the past.
“We continue to be laser-focused on stabilizing our business while investing in our capabilities and infrastructure to return to growth in 2025”, said Chris Metz, Chief Executive Officer of Solo Brands, in the Q2 earnings report.
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On Wednesday, Chubbies announced a licensing deal with the NFL to expand its product offering by featuring new styles during the prime of football season.
To ensure its intentions are met, the brand has chosen San Francisco 49ers tight end George Kittle as its Creative Director of Football. This move is part of a push to devise a strategy that will diversify the brand and increase sales.
The first drop 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-team fashion line is set to drop this Fall 2024.
For those whose teams were not mentioned in the first drop, Chubbies will extend the collection to the rest of the 32 NFL teams by spring 2025.
"This partnership perfectly fuses my on-field dedication with my off-field creative passion. I can't wait to bring our shared vision to life and connect with fans in an exciting new way," said George Kittle in the announcement.
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