Dive Brief:
- Casualwear brand Chubbies has signed a licensing deal with the NFL, according to a press release Wednesday.
- The first apparel collection from the partnership will launch on Oct. 17, and will include a performance polo and lined swim trunks with a 5.5-inch inseam, according to a Chubbies spokesperson, with sizes ranging from S to XXL and XS to 3XL, respectively.
- Along with the deal, Chubbies announced that San Francisco 49ers tight end George Kittle will become its creative director of football. In the role, Kittle will lead design efforts and drive strategy for Chubbies’ NFL apparel collaborations and serve as a brand ambassador.
Dive Insight:
Kittle’s new title expands on a pre-existing deal between the player and the Chubbies brand, which included two collections in June and October of 2023.
“This partnership perfectly fuses my on-field dedication with my off-field creative passion,” Kittle said in the release. “I can’t wait to bring our shared vision to life and connect with fans in an exciting new way.”
The first drop of the new collection will feature 12 NFL teams: San Francisco 49ers, Buffalo Bills, Tampa Bay Buccaneers, Kansas City Chiefs, Dallas Cowboys, Miami Dolphins, Philadelphia Eagles, Green Bay Packers, Las Vegas Raiders, Pittsburgh Steelers, Houston Texans, and Minnesota Vikings.
Prices range from $69.50 to $89.50, and the line will be available online and in select Chubbies stores, per the spokesperson. The collection will expand to include all NFL teams in spring 2025, according to the release.
Chubbies’ deal with the NFL comes on the heels of its licensing deal with Team USA and Olympic Heritage, announced in July.
Chubbies is owned by Solo Brands, whose portfolio also includes Oru Kayak and Isle Paddle Boards, along with its namesake portable stove brand. Fashion Dive previously reported that on a March earnings call, Solo Brands CEO said the company planned to “double down” on its core businesses, including Chubbies, and restructure its marketing partnerships. The Team USA and NFL deals could be indicative of this strategy.
In August, Solo Brands reported Q2 net sales of $131.6 million, a 0.5% increase year over year. The company lowered its full-year guidance, citing “softer demand trends in our business as consumers are being more selective with their spending.”
