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Gameday Couture Overview
Gameday Couture is a sports apparel company specifically designed for women, offering fashionable and stylish clothing options that allow female sports fans to support their teams while looking chic.
The company fills a gap in the market by providing trendy alternatives to the typically oversized and less stylish sports fan apparel available for women.
GameDay Couture Before Shark Tank
- Founding Year: 2010
- Founders: Shawnna and Kurt Feddersen
The idea for Gameday Couture emerged from the founders’ frustration with the lack of fashionable sports apparel options for women.
They wanted to offer stylish clothing that would appeal to female sports fans who were tired of settling for unflattering, oversized jerseys and pink t-shirts.
Shawnna and Kurt Feddersen launched Gameday Couture in 2010 to address a personal frustration. As avid sports fans themselves, they realized that the existing market for women’s sports fan apparel was severely lacking.
Women who wanted to support their teams had limited options, often relegated to oversized jerseys or simple pink t-shirts that lacked style. These choices did not allow female fans to express their team spirit fashionably.
Recognizing this gap, the Feddersens decided to create a line of stylish sports apparel that would cater specifically to women.
Their goal was to blend current fashion trends with team spirit, offering products that were not only supportive of favorite teams but also fashionable and flattering.
Initial Challenges
Starting a new business is never easy, and Gameday Couture was no exception. The Feddersens faced several challenges in the early stages:
- Market Penetration: Breaking into the sports apparel market, which is dominated by big names like Nike and Under Armour, was a daunting task. Convincing retailers and consumers to try a new brand required significant effort.
- Product Development: Creating a product line that was both fashionable and functional took time. The Feddersens had to ensure that their designs met quality standards while also being appealing to their target audience.
- Licensing: Obtaining licenses from colleges and professional sports teams was crucial for Gameday Couture’s success. This process involved negotiations and building relationships with various institutions.
Early Successes
Despite these challenges, Gameday Couture began to see early successes. By focusing on quality and design, they managed to carve out a niche for themselves in the sports apparel market.
Their products were well-received by female sports fans who appreciated having stylish options to wear on game day.
The company achieved a significant milestone by securing licenses from several colleges. They were therefore able to create officially licensed merchandise featuring the logos and colors of their teams. These partnerships not only boosted their credibility but also expanded their customer base.
Idea Conception
Shawnna and Kurt Feddersen identified a significant gap in the market for women’s sports fan apparel. They noticed that most options were either oversized or lacked style, making it difficult for female fans to express their team spirit in a fashionable way.
Their goal was to integrate current fashion trends into sportswear, offering a range of attractive and stylish options for women.
Gameday Couture Shark Tank Experience
In 2014, four years after launching Gameday Couture, Shawnna and Kurt decided to take their business to the next level by appearing on “Shark Tank.”
They believed that the exposure from the show could help them reach a wider audience and secure the funding needed for further growth.
Shawnna and Kurt pitched Gameday Couture on Season 6, Episode 13 of Shark Tank. They sought $500,000 in exchange for 20% equity in Gameday Couture.
Their pitch on “Shark Tank” was well-received by the sharks. Shawnna and Kurt presented their business confidently, highlighting their impressive sales growth and the unique value proposition of their products.
They explained that their items cost approximately $8.00 to make and sold for around $44 per piece, showcasing healthy profit margins.
However, not all sharks were convinced. Kevin O’Leary and Daymond John expressed concerns about the company’s valuation and marketing challenges. Robert Herjavec also felt that the asking valuation was too high based on the company’s current sales figures.
Mark Cuban, however, saw potential in Gameday Couture. As the owner of the NBA team Dallas Mavericks, he had a personal interest in the sports apparel market.
He made an offer of $500,000 for 30% equity in Gameday Couture, with a condition that they design merchandise for the Dallas Mavericks. Shawnna and Kurt accepted his offer.
Gameday Couture Shark Tank Overview
- Pitch Overview: In 2014,
- Presentation: They brought models to showcase their trendy sports fashion items and emphasized their impressive sales growth—from $750,000 in annual sales to $1.25 million over three years.
- Shark Offers:
- Kevin O’Leary, Daymond John, and Robert Herjavec dropped out due to concerns over valuation and marketing challenges.
- Mark Cuban countered with an offer of $500,000 for 30% equity, with a condition that Gameday Couture designs merchandise for the Dallas Mavericks, an NBA team he owns.
Gameday Couture Post-Shark Tank Success
- Deal Finalization: The Feddersens accepted Mark Cuban’s offer, and the deal closed successfully.
- Growth: After appearing on “Shark Tank,” Gameday Couture saw a significant increase in sales, reaching $6 million within a year of the deal. By 2018, total sales had hit $12 million, with annual revenue around $20 million.
- Expansion:
- Licensing Deals: The company secured licenses with over 1,500 colleges and all NBA teams by 2020.
- retail Presence: Their products became available in major retail stores like Dick’s Sporting Goods and online platforms such as Amazon.
- Social Media & Marketing: Gameday Couture maintains an active presence on Instagram with over 75,000 followers, continually engaging customers with new merchandise and promotions.
Additional Ventures
- Social House (2020): An unlicensed clothing line offering everyday apparel, jewelry, and shoes.
- Collaborations: In 2021, they partnered with Madison Prewett from “The Bachelor” to launch a special collection.
Founders’ Roles
- Shawnna Feddersen: CEO of both Gameday Couture and Social House Boutique.
- Kurt Feddersen: Co-owner and President of these companies.
Gameday Couture Post-Shark Tank Growth
The partnership with Mark Cuban proved to be transformative for Gameday Couture. The exposure from “Shark Tank” significantly boosted their brand recognition, leading to increased sales and new opportunities.
Within a year of appearing on the show, Gameday Couture’s sales skyrocketed to $6 million. This impressive growth was a testament to the demand for stylish women’s sports apparel and the effectiveness of their business model.
By 2018, Gameday Couture had achieved total sales of $12 million, with annual revenue around $20 million. This rapid growth allowed them to expand their operations and explore new opportunities.
Expansion and Diversification
One of the key factors behind Gameday Couture’s success has been its ability to adapt and innovate. The company has continuously expanded its product line and explored new markets:
- Licensing Deals: Gameday Couture secured licenses with over 1,500 colleges and all NBA teams by 2020. These partnerships allowed them to offer officially licensed merchandise featuring team logos and colors.
- retail Presence: Their products became available in major retail stores like Dick’s Sporting Goods and online platforms such as Amazon. This expanded their reach and made it easier for customers to purchase their products.
- Social Media & Marketing: Gameday Couture maintains an active presence on Instagram with over 75,000 followers. They continually engage customers with new merchandise releases and promotions tailored to big games and sporting events.
Additional Ventures
Gameday Couture has also diversified its product offerings through additional ventures:
- Social House (2020): In 2020, they launched Social House, an unlicensed clothing line offering everyday apparel, jewelry, and shoes. This venture allowed them to tap into the broader fashion market beyond sports apparel.
- Collaborations: In 2021, they partnered with Madison Prewett from “The Bachelor” to launch a special collection called Gameday X Madi. This collaboration helped them reach new audiences and further established their brand in the fashion industry.
Gameday Couture Current Status
Gameday Couture, founded by Shawnna and Kurt Feddersen, has experienced significant growth and expansion since their appearance on “Shark Tank” in 2014. Here is an update on their current business status and key milestones:
- Business Status: Gameday Couture is still in business and continues to expand. After securing a deal with Mark Cuban for $500,000 in exchange for 30% equity, the company has seen substantial growth.
- Revenue and Sales: Prior to their “Shark Tank” appearance, Gameday Couture had annual sales of $1.25 million. By 2018, their total sales had reached $12 million. The company has continued to grow, with products now available in over 2,500 stores across the United States, including Dick’s Sporting Goods.
- Licensing Deals: Gameday Couture has secured licensing deals with over 1,500 colleges and, in 2020, they entered into a licensing agreement with the NBA to create merchandise for all NBA teams.
- Product Expansion: In addition to their licensed sports apparel, Gameday Couture launched an unlicensed clothing line called Social House in 2020, which includes everyday apparel, jewelry, and shoes.
- Online Presence: The company maintains a strong online presence, with products available on their website and on Amazon. They also have a significant following on social media platforms like Instagram, with over 75,000 followers.
Gameday Couture Net Worth
While the exact net worth of Gameday Couture as of 2024 is not publicly disclosed, the company’s revenue and expansion indicate a substantial increase in value. Here are some key financial indicators:
- Annual Sales: The company generates millions of dollars in revenue per year, with sales figures significantly higher than their pre-“Shark Tank” levels.
- Growth: The expansion into new markets, including professional sports and additional college licenses, has contributed to their growth.
- Valuation: Although the exact valuation is not provided, the deal with Mark Cuban and subsequent growth suggest that the company’s value has increased significantly since their appearance on “Shark Tank”.
In summary, Gameday Couture has transformed from a regional success to a national brand with a strong presence in the sports apparel market, driven by strategic licensing deals and a robust online and retail presence.
