Recognizing a missing product in the market, Erin Andrews took the initiative to create a solution herself.
While covering Super Bowl 50, the renowned broadcaster saw the need for stylish fan apparel designed specifically for women. This realization led to the launch of WEAR by Erin Andrews in the fall of 2019, a company co-founded with Constance Schwartz-Morini.
Nine Super Bowls later, the co-founders reflected on their journey, discussing the brand’s growth and sharing their thoughts on the ultimate Super Bowl party snack.
The idea for WEAR by Erin Andrews originated at Super Bowl 50 in San Francisco. After completing an appearance with the NFL and conducting media interviews about fashion and fan apparel, Andrews had an epiphany while walking through the convention hall. As a passionate sports fan and the wife of a professional hockey player, she had been searching for fashionable, team-branded clothing. At the time, most fan gear for women followed the “shrink it and pink it” model.
That evening, Andrews and members of her management team at SMAC Entertainment brainstormed over dinner, sketching out ideas for a women’s fashion-focused fan apparel brand. The name “WEAR” was conceived at that meeting, setting the foundation for the brand’s future.
Schwartz-Morini, who had spent her career at the intersection of culture, style, and sports, immediately recognized the potential of the concept. She noted that female sports fans had long been overlooked, making it an ideal opportunity to apply her expertise as a brand builder and marketer.
Schwartz-Morini acknowledged the difficulty of launching something entirely new, questioning why no one had addressed this market gap before. Despite this, she remained confident in Andrews and their team’s ability to execute the vision.
When presenting the idea to potential partners, the duo faced rejection, with many failing to understand the concept. However, they thrived on adversity, using skepticism as motivation. As pioneers in the space, they knew the challenge would be significant, but the right partnerships could bring their vision to life.
Support from Fanatics, the NFL, and other major sports leagues helped solidify the brand’s presence. These partners shared the vision and played a crucial role in making it a reality. Schwartz-Morini emphasized that persistence, belief in the mission, and collaboration ultimately led to the brand’s success.
WEAR by Erin Andrews began with a modest collection of nine NFL-licensed products. In just a few years, it expanded to include apparel for major leagues such as MLB, NBA, WNBA, NWSL, U.S. Soccer, and numerous college programs. Today, the brand provides stylish game-day apparel for female fans of over 200 teams.
Social media has played a critical role in the brand’s success. Influencers, athletes’ wives, and celebrities have helped elevate its visibility. One of the brand’s biggest moments came when Taylor Swift was spotted wearing WEAR by Erin Andrews, including during the Super Bowl.
Growing consumer support has fueled the brand’s expansion, prompting new collaborations and retail partnerships. Recent additions to the collection include a baby clothing line and collaborations with Rebecca Minkoff, BaubleBar, and Gracie Hunt.
Although the Super Bowl offers high visibility, it is not the biggest sales driver for WEAR by Erin Andrews. Instead, holidays like Valentine’s Day and Christmas significantly impact the business. Many women receive sports apparel as gifts, with data showing that men initially purchase the products for their significant others, but women become returning customers.
Playoffs and the Super Bowl require careful stock planning based on fan enthusiasm. Sales trends help predict demand, with notable spikes occurring after major games. For instance, following the Philadelphia Eagles’ NFC Championship win, the brand’s Super Bowl LIX Eagles cropped hoodie sold out within 24 hours.
Andrews, who juggles a demanding career in sports broadcasting, believes there is no such thing as true work-life balance. Instead, she prioritizes what matters most, fueled by passion for both careers. She credits a strong team for helping execute her vision and bring ideas to life.
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