Stance to Create NFL-Branded Socks, Underwear

by · WWD
A promotional piece for the Stance x NFL collection.Courtesy

Now Dallas Cowboy fans can wear their allegiance on their feet thanks to Stance, which is the latest company to sign a licensing deal with the National Football League.

The manufacturer, which is owned by Marquee Brands, has signed a multiyear license with the sports league to produce branded socks and underwear for all 32 teams. The collection is being produced by United Legwear & Apparel Co. and include lifestyle socks featuring advanced fabrications with technical details including strategic compression zones, cushioning and breathable materials. Underwear styles will include Stance’s Butter Blend fabric, Featherseam construction and a Core-Flex waistband.

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“The NFL sits at the center of sport, culture and fandom, making this agreement a significant milestone for Stance,” said Rachel Terrace, chief commercial and growth officer of Marquee Brands. “As a brand that uniquely bridges performance and self-expression, Stance is well positioned to deepen its connection with athletes and fans, expand its reach across one of the most engaged communities in sports and further strengthen its position in premium socks and underwear. This agreement elevates Stance onto one of the most influential stages in sports and reinforces our vision for the brand’s continued growth.”

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“We’re excited to announce this agreement as we continue to find creative ways for fans to support their favorite teams,” said Casey Collins, senior vice president of consumer products at the NFL. “Stance has done a tremendous job of building a connection with different sports fans, and we look forward to bringing that energy to the NFL.”

“The NFL is one of the most powerful platforms in American culture,” said Isaac Ash, chief executive officer of United Legwear. “The Super Bowl alone is watched by over 100 million viewers — nearly a third of the country. We’re proud to bring Stance’s craftsmanship and design to such a large, passionate fanbase.”

The first release of the Stance NFL collection of socks is being sold on the brand’s website. An expanded selection of socks as well as the underwear will be available for the holidays at NFLshop.com, Fanatics, select sports specialty retailers, stadium stores and other retailers globally.