Champs Sports is betting bigger on sports fandom, debuting a new marketing campaign to expand licensed merchandise, fan experiences and community activations as it looks to become a leading destination for fans. Under its new “Game Day, Every Day” platform, which launches Monday, the Foot Locker-owned retailer will roll out expanded licensed apparel assortments in a dedicated space across its more than 300 U.S. stores. The campaign is designed to capitalize on growing fan demand for team merchandise as an everyday lifestyle apparel.
“Fandom is at an all-time high, and it’s just beyond the stadium,” said Tony Aversa, SVP and GM of Champs Sports. “Fans are shaping their wardrobes and their choices, and they’re thinking about licensed product more as a lifestyle and representing their lifestyle just as much as they are the teams.”
“Game Day, Every Day” will feature merchandise from partners, including Fanatics, Nike, Adidas and New Era, and span major properties, such as the NFL, NBA, WNBA, MLB, NHL and NCAA. Product will include T-shirts, fleece, jerseys and headwear, with licensed footwear expected over time. It also includes fan-focused experiences, including tailgates, run club activations and loyalty-driven rewards. Aversa said the company plans to leverage its FLX membership program to provide exclusive access to merchandise, sweepstakes and game-related experiences.
“We’ll look for those partners to help elevate community experiences both at the stadium or in our stores or at our run clubs, which will all be really paramount to this,” Aversa said.
The fan-focused activations will be a central pillar of the platform. Champs plans to leverage its Run Club program, which launched in 2022 and averages 200-300 participants per event, to connect with consumers in local markets. The next activation will take place August 29 at the Univ. of Texas with a pop-up shop featuring licensed Longhorns apparel and graphic tees.
The in-store rollout will begin in early September around the kickoff of the NFL season. Merchandise tied to MLB and select NHL markets will also be featured, with additional NBA product arriving later in the fall. Champs plans to evaluate customer response throughout the year before using those learnings to further boost the platform in spring 2027.
In the NFL, Champs’ current top-performing teams for sales include the Bears, Cowboys, Chiefs, Rams, Giants, Eagles, 49ers and Super Bowl champion Seahawks.
Aversa described the new campaign as a meaningful investment into licensed products. He noted it is an important part of the operations of Champs Sports, which is based in Bradenton, Fla.
“We’ve invested in the buying and allocation structures to ensure that we put the right product in the right place at the right time,” Aversa said. “And then making sure that we’re able to stand it up from an in-store perspective and give it the dedicated space for it to breathe.”
While licensed merchandise currently represents a relatively small portion of Champs’ business, Aversa said the retailer sees a significant long-term opportunity in the category.
“If you’re asking me to envision this five years from now, we are the destination for licensed apparel in the mall for people to come celebrate their teams, their fandom, their loyalties, their energy and passion,” Aversa said.
