BreakingT often sets up pop-up stores at Nationals games where fans can buy themed merchandisebreakingT
Virginia-based T-shirt company BreakingT is "capitalizing on the recent success" of the Nationals' postseason success and the Washington Mystics winning the WNBA title, according to Katishi Maake of the WASHINGTON BUSINESS JOURNAL. BreakingT CEO Alex Welsh said the company has "blown past" last year's $2M in revenue with the help of new partnerships, licensing agreements and viral sports moments that lead to increased T-shirt sales. For example, Nationals LF Gerardo Parra "selected 'Baby Shark;' as his walk-up song" this season, "ultimately leading to the creation of BreakingT's most popular Nationals-tied shirt of all time, 50% more popular than any other Nationals player product." Those products have seen an 86% "jump in sales" year-to-date, with sales at the company's pop-up store in Nationals Park, the team store or direct-to-consumer over their website. Monumental Sports & Entertainment also "buys shirts directly from BreakingT to sell in Capital One Arena." Welsh said that the agreement with MSE has "led to a 147% year-over-year increase in the smaller company's sale of WNBA gear, mostly driven by Mystics products" (BIZJOURNALS.com, 10/14).
LIVE IN THE MOMENT: In Ft. Lauderdale, Wells Dusenbury notes BreakingT debuted a new line of apparel for Dolphins fans "hoping to celebrate the moment" after the team lost to the Redskins on Sunday. With the Dolphins' "aqua blue as a background, the shirt displays 'Tank Bowl 2019 Champions' emblazoned on the front with the 17-16 score listed underneath" (South Florida SUN SENTINEL, 10/15).
