By Robyn Collins
The NFL has teamed up with 30 major artists and online T-shirt retailer Teespring to create a line of co-branded team shirts. Musicians taking part include Eminem, Linkin Park, Fall Out Boy, All Time Low and Walk the Moon.
The aim of the project is to capture fans who love football, music and hometown heroes. In most cases, the artists are paired with the city they call home.
The project was organized by Teespring, an online platform that enables users to buy and sell custom-designed t-shirts on-demand. Anyone can use the service, but for the past couple of years the company has been actively partnering with entertainment artists, like Beyoncé, to change the way they do merch.
The platform allows them to quickly release and sell new designs to fans without having to run any inventory risk. The line includes nearly every team in the NFL, and each shirt design is different. Mraz’s shirt for the San Diego Chargers has his name and a line drawing of his face plastered on the front; while the Frank Sinatra design for the New York Giants is more subtle, with the singer’s signature fedora capping the city’s name.
Participation in the design process varied among artists, with some delegating the entire responsibility to Teespring’s in-house design team via the direction of their managers or estates, and others “taking pen to paper in the back of a tour bus,” as Walk The Moon did, says Stu Smith, head of music and entertainment for the start-up.
The t-shirts will be available for purchase exclusively on Teespring.com for one month. Artists will receive a cut of each sale made through the partnership, with some opting to donate the profits to charitable causes.
“Because we’re not printing a whole bunch of shirts [ahead of time], we’re really looking to tap into that demand that we see from fans who love both football and music,” Smith explains. “Ultimately it’s about empowering the artists to create real value and make their fans happy… with a really special, really unique product a fan couldn’t get otherwise.”
The shirts will be priced at $25 and will be available later today (Sept. 28).
Here is the full list of partners:
All Time Low – Baltimore Ravens
Bone Thugs-N-Harmony – Cleveland Browns
Daughtry – Carolina Panthers
Dierks Bentley – Arizona Cardinals
Diplo – Philadelphia Eagles
Dropkick Murphys – New England Patriots
Eminem – Detroit Lions
Fall Out Boy – Chicago Bears
Fergie – Miami Dolphins
Florida Georgia Line – Tennessee Titans
Fort Frances – Indianapolis Colts
Frank Sinatra – New York Giants
Goo Goo Dolls – Buffalo Bills
Jacob Whitesides – Tennessee Titans
Jason Mraz – San Diego Chargers
Jerry Garcia – San Francisco 49ers
Jon Batiste – New Orleans Saints
Kiss – New York Jets
Lecrae – Atlanta Falcons
Linkin Park – Los Angeles Rams
Mac Miller – Pittsburgh Steelers
Melissa Etheridge – Kansas City Chiefs
OneRepublic – Denver Broncos
Tedeschi Truck Band – Jacksonville Jaguars
Trampled by Turtles – Minnesota Vikings
Underoath – Tampa Bay Buccaneers
Wale – Washington Redskins
Walk the Moon – Cincinnati Bengals
YG – Los Angeles Rams
ZZ Top – Houston Texans