Where Sales Win Licensed Gifts for Football and Sports Fans

It doesn’t matter whether the Eagles are winning (sometimes) or losing (sometimes). Philadelphia football fans are among the most passionate anywhere — which is why Eagles team jerseys are the top selling gifts at Mitchell & Ness, a new sports store in that city’s downtown. The business also has a Los Angeles “Hall of Fame” themed location, and plans to expand into other cities.

Manager Josh Steinberg said fans go especially wild for vintage jerseys featuring two popular former players, Brian Dawkins and Randall Cunningham. “Those shirts feature that Kelly green that the Eagles used to wear,” Steinberg explained. “People love that throwback green.” At the 2,500-square-foot emporium, on Philadelphia’s downtown shopping street, Steinberg maximizes sales through displays that take full advantage of wall space.

Licensed jerseys are a perennial best-seller for fans of football as well as basketball and, increasingly, ice hockey. But at Mitchell & Ness, Steinberg sees another way to boost revenue: Expand beyond classic

Licensed team apparel is dominated by official team stores and chain retailers. But independent retailers report that vintage or one-of-a-kind items, such as signed jerseys and helmets, are what sets them apart. Vintage Eagles jerseys featuring stars of yesteryear, like Reggie White, are top sellers at Chestnut Hill Sports in Philadelphia. While modern Eagles gear is emerald green, Co-Owner Tom Amodie sells a lot of retro tops in black and that much-coveted Kelly green. “For us, it’s the older jerseys that do better,” Amodie observed at the 2,000-square-foot store.

Eagles gear is usually what they come in for, and Amodie makes sure it’s easy to find — right up front where customers walk in. Baseball jerseys and children’s styles are also popular. But as everywhere, supply chain hiccups have made inventory unpredictable. “We sell what we can get,” said Amodie. “With the pandemic, a lot of stuff is on hold.” jerseys into more fashion-forward styles. Eagles logo fleece, mesh tops, jackets and tops in trendier cuts are all examples of what Steinberg calls “lifestyle pieces” — and they’re selling big. Last summer, the store did a brisk business in, of all things, shorts.

“That fan apparel, it’s more limited to people who are looking for authentic, core styles,” explained Steinberg. “We want to expand beyond game day to every day. The fashion customer is a different customer, who is looking for more exciting styles and eyecatching patterns.”

In Brookfield, Wis., “it’s all about the Brewers, Bucks and Packers,” said Darrell Lemieux , who with his son, Jeff, owns Jeff’s Sports. Anything from Wisconsin’s favorite teams is a winner at the 40-year-old shop, a destination for vintage team novelties. Popular items include pennants, autographed pictures and cards, team key rings and decals, and signed jerseys and helmets.

In addition to the 4,000-square-foot retail store, Lemieux maintains a custom framing business in the building’s 7,500-square-foot basement. “People will bring in anything to frame, because they know there’s nothing like the personal touch that custom framing

Continued on page 38