Sports apparel brand Off Season addresses rise in female fan engagement
With women representing 56 percent of new U.S. sports fans, apparel brand Off Season is targeting a market segment that has historically been underserved by conventional merchandise.
Nielsen data indicates that 9 million of the 16 million Americans who became sports fans last year were women. This shift in demographics has led to increased viewership across major leagues, including the NFL, MLB, and NBA, prompting a reassessment of how sports merchandise is marketed to female consumers.
Off Season, co-founded by Kristin Juszczyk and Emma Grede, focuses on apparel that diverges from traditional merchandise designs. Juszczyk, who previously critiqued the industry for limited, formulaic options for women, transitioned her hobby of sewing custom fan apparel into a licensed business. The company currently holds licensing agreements with major entities, including the NFL, MLB, NBA, WNBA, F1, and Team USA.
Before achieving commercial scale, the brand spent several years building visibility through social media and design showcases. The transition to a licensed manufacturer involved meeting rigorous industry standards that, according to Juszczyk, represented a significant barrier for independent designers.
As the influence of female viewership in professional sports grows, companies like Off Season are seeking to capture demand from fans who prioritize style and fit. The brand’s growth trajectory reflects broader changes in sports media consumption and retail expectations.