Old Navy to launch Superfan Nation, selling licensed sports gear

Looking to profit from the lucrative sports market, apparel chain Old Navy will open Superfan Nation, an in-store shop featuring licensed sports gear, at its U.S. stores this month.

Beginning Thursday, Old Navy will sell apparel and accessories from NFL and select collegiate sports teams at about 1,000 stores, with each catering to the local community’s favorite teams.

Merchandise from 32 NFL teams and 71 schools will be represented across several product categories: men, women, kids, baby and accessories, the company said.


Apparel will start at $14.94, and an assortment of other goods and accessories will start at $5.50. The merchandise will also be available online.

The move is an expansion of Old Navy’s existing licensing strategy. The company first began offering licensed apparel, including NFL and collegiate licensed T-shirts, in 2009.

Old Navy, a unit of San Francisco-based Gap Inc., said it had conducted research in every market to “ensure the true favorite teams are present,” regardless of where the team is geographically based.

Tom Wyatt, president of Old Navy, said the Superfan Nation shops would create a central location for families to get “instant access” to branded game-day attire as well as everyday clothing.

Old Navy will promote its expanded offerings at 35 college campuses from late September to spring 2012, including in-stadium advertising. It will also run television commercials and host in-store events such as tailgate parties and visits from local college bands, mascots and cheerleaders.