Fanatics Launches Taylor Swift Designer’s Sports Fashion Brand

Fanatics is bringing Kristin Juszczyk and entrepreneur Emma Grede together to create a luxury fashion brand for sports fans.

Off Season will debut a line of unisex outerwear for five NFL teams: the San Francisco 49ers, Detroit Lions, Buffalo Bills, Philadelphia Eagles and the defending Super Bowl champion Kansas City Chiefs. The new line will have official use of player names and numbers through a license from the NFLPA.

The rollout takes advantage of the buzz generated by Juszczyk, an entrepreneur and wife of 49ers player Kyle Juszczyk whose profile exploded in 2023 after music superstar Taylor Swift asked the designer to make a custom Chiefs jacket in support of her boyfriend Travis Kelce.

The Off Season move is the latest step taken by Fanatics to move beyond traditional fan gear. The all-encompassing apparel company has been rolling out “Hype Drops,” recruiting stars from the world of entertainment and fashion to create premium sportswear. In December, Fanatics linked up with New York-based designer Todd Snyder to create luxury varsity jackets, cashmere sweaters and fleeces for five NFL teams. The company has had similar launches with country singer Darius Rucker, rap star Travis Scott and FOX Sports reporter Erin Andrews.

Off Season’s puffer vests will start at $295 while its jackets will begin at $375 and long coats at $495.

Juszczyk, a self-taught designer, had been frustrated with the lack of what she’d considered stylish options for fan gear. She relied on YouTube tutorials to craft apparel beyond what she created for herself and family members, including her husband.

“For years, I’ve been reimagining what team pride can look like, but seeing the incredible response from other players’ wives, celebrity fans and everyday supporters showed me this could be something bigger,” Juszczyk said in a statement.

In addition to her work with Swift, Juszczyk has also created apparel for Simone Biles, Caitlin Clark and Gwen Stefani.

Grede is a founding partner in Skims, the shapewear brand launched by Kim Kardashian, which signed a sponsorship pact with the NBA, WNBA and USA Basketball in late 2023. The British-born entrepreneur is also the co-founder and CEO of denim-wear company Good American, which she launched along with Khloe Kardashian. She’s a recurring guest “shark” on the ABC entrepreneur series Shark Tank.

Along with its hype drops, Fanatics also created a line that marries the NHL with Lululemon, with designs modeled by both players and their significant others. The NHL line is an extension of a partnership Fanatics built with the league over the past two decades. This past June, the apparel maker replaced Adidas as the NFL’s official on-ice uniform designer.

In its most recent funding round back in December 2022, Fanatics was valued at $31 billion. At the time, that raise was the fifth the company closed in a three-year stretch. Fanatics has moved into other markets besides apparel, including trading cards, memorabilia and sports betting.