The NFL is now allowing teams to sign licensing deals with local designers, brands and artists to create products for sale only in their markets, a bid to reach more younger and fashion-conscious fans. The first such known deal was announced earlier this week, when the Rams disclosed a new streetwear line designed by BornxRaised, an L.A. brand that has worked with the Dodgers and Lakers before. The line of sweats and t-shirts combining the Rams’ new logo and BornxRaised’ trademark old English fonts hit retail this week. The products can be sold in league stores, in-stadium stores, NFL and team websites and the collaborator’s stores and websites in the local market, under the league rules. As required under the new league policy approved by owners earlier this spring, the new line steers clear of categories controlled exclusively by other league licensees, including footballs, game jerseys, backpacks, blankets, footwear, helmets, structured headwear, sunglasses and trading cards. All deals must be approved by the league. The local designers become sub-licensees to league master BDA. The collaborators must agree to a $10,000 minimum guarantee.
