Unveiling a Business Model Gap Through Kristin Juszczyk's Rise to Fame in the NFL
Last weekend, San Francisco 49ers All-Pro fullback Kyle Juszczyk found himself unexpectedly thrust into the limelight, not for his on-field prowess, but as a supportive husband to his talented wife, Kristin. The story unfolded when NFL Insider Adam Schefter reached out not for football insights but to inquire about Kristin's design skills.
The catalyst was Taylor Swift's appearance at Arrowhead Stadium in a custom puffer jacket, initially assumed to be a Nike creation. However, Schefter, being the NFL's top insider, knew better. The jacket was Kristin's creation, sparking a social media frenzy that resonates even now. The NFL showcased Kristin's designs across various platforms, amassing a staggering $2.1 million in social value and propelling her Instagram following from 115,000 to an impressive 615,000.
Kristin, who has been crafting custom clothing for the likes of Brittany Mahomes, Taylor Lautner, Simone Biles, Brandon Aiyuk, and Deebo Samuel, garnered widespread recognition for her talent. Her journey from learning to sew as a child under her grandma's guidance to establishing her clothing design business reflects years of dedication.
While celebrating Kristin's success, this story also sheds light on a significant flaw in the NFL's $20 billion business model. Despite females constituting 46% of the NFL's fanbase, the league often acts as if they don't exist. A glaring example is the criticism directed at the NFL and its merchandise partners for their limited and stereotypical offerings for women.
Search "NFL Women's Merch" on Twitter, and you'll find a plethora of complaints about sequins, glitter, excessive v-necks, and an abundance of pink. The discontent isn't just anecdotal; it's reflected in data. An NYU study reveals that, on average, women contribute 80 cents of every $1 spent on sports apparel. However, when it comes to the NFL, women account for only 46% of official merchandise sales.
Attempts to address this issue, such as the partnership with Erin Andrews to create Wear by Erin Andrews, a more stylish line of women's sports gear, have been made. Still, there's a clear call for more comprehensive action. The NFL needs to listen to its female fans, who are not only voicing their preferences but also influencing the league's bottom line.
One solution could be a partnership with Kristin Juszczyk, leveraging her design prowess to create a custom line of 4-5 items for each team. The overwhelming social media response to her designs indicates a substantial demand that could, albeit modestly, contribute to the league's revenue. While a $100 million boost may seem marginal against a $20 billion backdrop, merchandise is a potent tool that can transform casual fans into devoted enthusiasts.
It's high time the NFL recognized and embraced its female fanbase, not only for the sake of inclusivity but also as a strategic move to foster deeper connections with fans. By diversifying and improving their merchandise offerings, the NFL has the opportunity to make a lasting impact and demonstrate a commitment to all its fans, regardless of gender.
