Pro Athletes’ Goal: Menswear Deals

Through social media, television exposure, and paparazzi pictures, many major league athletes have become known for their fashion sense off the field. As a result, several current and former athletes have entered the men’s apparel category, mostly through direct-to-retail licensing deals and often with a focus on tailored suits and related accessories:

• Former NFL defensive end and current talk show host and sports commentator Michael Strahan partnered with JCPenney in September 2015 for a line of tailored menswear offered in 200-plus stores. The line includes dress shirts, suit separates, sport coats, neckwear, and belts.
• In April 2015, former NHL great Wayne Gretzky announced his partnership with Sears Canada for a line of casual menswear that can be worn at work, dinner, or a game. Gretzky had a similar line with the Hudson Bay department store a decade ago and more recently worked with Roots on t-shirts, sweats, and knitted hats.
• NBA point guard Russell Westbrook has collaborated with Barney’s New York since 2014, pairing with a variety of designers whose merchandise Barneys already carries for a ready-to-wear and accessories line. The latest pairing is with designer Jennifer Fisher for jewelry, in a deal announced last month.
• NFL quarterback Cam Newton forged an agreement with Belk’s department stores in 2013 for a line of tailored suits and separates, as well as sportswear, under the MADE by Cam Newton label. The assortment has expanded into shoes and accessories.
• In 2013, former NBA star Shaquille O’Neal paired with Macy’s for a line of tailored suits, separates, and ties for big and tall men, which launched in 100 stores and online and is still available. Shaq’s label was created with licensee Peerless and is sold exclusively through Macy’s.

These and other examples illustrate the increasing propensity of major league athletes to look beyond traditional sports-licensing tactics, such as endorsement deals or players association-led initiatives, particularly in the fashion and lifestyle arena.