Sports franchises know they need to grow their brand beyond just the field, pitch, diamond, court, ice, or whatever other name they have for their playing surface. Not long ago, the Phoenix Coyotes of the NHL made style a key focus of the franchise, hiring people specifically to elevate the brand into something that transcended just sports fandom and became an icon for the city itself.
Through things like streetwear-influenced drops, limited edition apparel that ties in the identity of the team’s city to appeal to those who aren’t as committed to watching every game, and an array of fashion-forward choices, sports teams can market themselves far beyond just game day.
In America, where soccer is still far below sports like football and basketball, teams need to work extra-hard to break through. LAFC, reigning champions of the MLS (at the expense of this writer’s Philadelphia Union), just teamed up with PacSun to create a line of merchandise that captures all things Southern California without limiting itself to standard sports apparel.
The apparel collaboration was released this past weekend on Sept. 1, in times for when fans flocked to BMO Stadium to see LAFC take on Lionel Messi’s Inter Miami CF on Sept. 3. Featuring unisex looks like hoodies, T-shirts and more, the apparel line is a very modern and stylish take on sports merchandise.
Available now exclusively at https://t.co/c8b9rIsA8U, select PacSun stores, and LAFC HQ.
— LAFC (@LAFC) September 2, 2023
“We built LAFC street by street, block by block, and one by one,” Rich Orosco, chief brand officer for LAFC, said in a statement. “Pacsun drives culture with the same ethos. To see our brand now available in Pacsun stores nationwide is a big moment for all of us. LAFC is for everyone.”
Introducing our first @PacSun x #LAFC merchandise collection.
Available now exclusively at https://t.co/c8b9rIsA8U, select PacSun stores, and LAFC HQ.
— LAFC (@LAFC) September 1, 2023
“Our partnership with LAFC has been incredibly rewarding so far, and we’re excited to introduce this special capsule collection to fans,” Richard Cox, vice president of men’s merchandising and design for Pacsun, said in a press release. “It’s been a thrill to embrace the MLS energy and create gear that’s accessible, no matter where you’re cheering from. We’re excited at the opportunity to magnify the LAFC community and unite supporters from coast to coast.”
What this does is create a nationwide brand for a localized team. Pacsun stores are located all across the country, which means now LAFC can stand alongside other teams in Los Angeles that have become nationwide staples, like the Lakers and the Dodgers.
From a sports marketing standpoint, this is genius. It appeals to Los Angeles citizens who want to support their hometown club, but also creates a larger band for people everywhere. Think about the Dodgers. The famous “LA” logo is ubiquitous, and it’s a safe bet that some of the people that bought that hat in an Urban Outfitters thousands of miles from LA are not die-hard Dodger fans.
Sports teams are brands at the end of the day, despite the emotional ties we form with them while watching the games themselves. If a franchise can find a way to appeal to people beyond those on the season ticket-holder list, that’s a success.
