Three-time Grammy winner Darius Rucker is teaming up with the National Football League and the Fanatics to launch a new line of NFL-licensed clothing.
The collection, which includes items for all 32 teams, is the latest celebrity clothing collaboration aimed at bridging the divide (and monetizing the overlap) between music and sports. Fanatics has a similar one with broadcaster Erin Andrews, whose Carry The line started with the NFL and has since spread to the NBA and college sports.
Rucker, who was acclaimed as the lead singer of Hootie & the Blowfish before embarking on a solo country career, is an avid fan of the Miami Dolphins. He has a team logo tattoo, and even casual music listeners might recognize his lyrics, “I’m a baby because dolphins make me cry.”
Rucker said in an interview that he thought he was the victim of a prank when he first heard about Fanatics’ interest in working with him. But after hearing the details, the singer is optimistic that the line will have a material impact on his personal brand and the popularity of his music.
“My brand is taking a huge step forward, probably two or three steps forward,” Rucker said. “What if I’m sitting there watching the Green Bay game on Sunday and there’s an advertisement for my line with Fanatics?” These are iconic things, and it’s going to help my career. “
The deal was negotiated by BCL Entertainment. Details of the revenue sharing between the parties were not disclosed.
For the NFL and Fanatics, the league’s e-commerce partner, the collaboration is an opportunity to offer clothing different from most officially licensed products and hopefully attract a new group of buyers. . With that in mind, Fanatics has added a host of non-endemic and forward-thinking brands to its product line, including collaborations with companies like Dooney & Bourke and Vineyard Vines.
The Rucker clothing line, with prices ranging from $ 29.99 to $ 99.99, includes flannels, fleeces, vests and jackets.
Hootie & The Blowfish has won two Grammys and sold over 25 million albums worldwide. Rucker’s country career produced four Billboard No. 1 on albums and another Grammy.
“I sang the national anthem in NFL stadiums and never wore someone else’s jersey, I wouldn’t wear anyone else’s hat, I wouldn’t wear a jersey,” said Rucker. “But I’m going to tell you what, now with my own line, every night I’m in a different city, I’m going to have on the NFL team closest to that city.”