Group Created with Sketch.
Volume 25 No. 47
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

MLB Licensing Bold Fashion Brands As Way To Appeal To Younger Fans

Loudmouth Golf is offering Red Sox branded blazers for $495, as part of a retro themed collection
Photo: LOUDMOUTH GOLF

MLB is "licensing brands that are offering brasher statements and a more fashion-forward attitude" in its bid to "chase a younger audience," according to Janelle Nanos of the BOSTON GLOBE. Nanos: "Think skorts. Think yoga pants. Think sports coats emblazoned with team logos." Loudmouth Golf "featured a line of flamboyant Red Sox blazers, for a cool $495 apiece, as part of its new Cooperstown Retro Collection." Stance Dir of Baseball/Basketball Categories Tzvi Twersky said that players such as Red Sox RF Mookie Betts and C Christian Vazquez have been "strutting the brand's wackier [sock] designs on the field." Meanwhile, Red Sox team store GM Scott Saklad brought in merchandise "especially for millennials, women, and children." Saklad said that women have been "drawn to the onesies and infant T-shirts from the brand Tiny Turnip, a new line of licensed MLB children's wear designed by players' wives." Red Sox hats from Carhartt also have been a "huge seller since they debuted last year, and the $140 Tommy Bahama Red Sox Hawaiian shirts have been a hit with dads." Saklad: "Back when we started everything was very vanilla, and now we've added a lot of different ingredients to the mix." However, Nanos noted Saklad "isn't sure how far fans will be willing to push their fashion limits" and "hasn't begun stocking Loudmouth pants." Loudmouth Founder Scott Woodworth noted his brand's gear is in "12 ballpark team stores now, and he sees a fashion wave coming." Woodworth: "Stores discovered there's a piece of real estate on someone's body that we haven't sold fan gear for, and that's bottoms" (BOSTON GLOBE, 6/30).