Carolina Panthers sign a new deal with Charlotte-based apparel brand
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Girl Tribe co-founders Sarah Baucom (left) and Carrie Barker. Photo: Christina Hussey Photography/Courtesy of Carolina Panthers and Girl Tribe
Girl Tribe will sell official Carolina Panthers gear again this season.
Why it matters: This is the Charlotte-based, women-led retailer's third local licensing deal in less than a year. The deal will also make this season's collection available to fans in Germany.
State of play: NFL International reached out about working with Girl Tribe on a collection tied to the Panthers' game in Munich, Germany (the Panthers play the New York Giants there on Nov. 10).
- "Internationally, fans are interested in local brands that capture the essence of the team's home city or region," says Dawn Turner, Tepper Sports & Entertainment's senior director of brand and consumer marketing.
Catch up quick: The local retailer began selling game day apparel in 2016 and signed its first local licensing deal with the Panthers last fall. It was the Panthers' first deal like this as well.
- Girl Tribe has a similar deal with Charlotte FC, which is also owned by Tepper Sports & Entertainment.
Context: A limited local licensing agreement, which the NFL began permitting in June 2020, allows teams to work with individual artists, brands and designers in their respective markets. Teams may have one limited local license from April 1 to March 31.
- Financial terms of the deal were not disclosed.
What to expect: The unisex collection will come out in two parts. Part one is available now and includes five styles, which are available at both the team and Girl Tribe stores and online.
- Part one includes a crop ($38), two T-shirts ($38) and two sweatshirts ($48).
- Part two will drop mid-November, with some items available in Munich.
What they're saying: "We learned so much with our collaboration with the Carolina Panthers last year and are so excited for the fans to see this new line," Girl Tribe co-founder Sarah Baucom said in a statement.
What's next: The Panthers are interested in working with other local and regional brands in the future, per Turner.
Take a look at the collection.
