Today, Old Navy announced ‘Superfan Nation’ a new in-store destination housing fan gear for the entire family. The move is an expansion of the brand’s already successful licensing product strategy. In collaboration with the NFL and the Collegiate Licensing Company, a division of IMG worldwide, Old Navy will now offer apparel and accessories for all professional football and select collegiate sports teams in the U.S. Beginning August 18, Old Navy will bring the stadium fan gear experience to its nearly 1,000 U.S. stores, with each store having a tailored collection that caters to the favorite teams of the local community.
Old Navy first began offering licensed apparel, including NFL and collegiate licensed T-shirts, in 2009 and, over the last three years, has significantly grown its assortment. ‘Superfan Nation’ will be the brand’s most robust expression of a licensing partnership to date.
To celebrate the kickoff of football season, Old Navy will host tailgate parties in all stores on Saturday, September 3 from 10am-4pm. Customers can enjoy fun, family-oriented games and traditional tailgate snacks. Old Navy has also partnered with IMG College to promote its expanded offerings at 35 college campuses from late September through spring 2012. This includes in-stadium advertising and in-store events such as visits from the local college bands, mascots, and cheerleaders. ‘Superfan Nation’ will be supported with TV, including a commercial featuring a long-standing college rivalry airing August 25, 2011 through Labor Day weekend.
Did you know that Quiksilver also has an NFL licensing project?