Case Study: National Football League grows team apparel sales with WSL Strategic Retail

Mining An Established Customer Base for New Growth Opportunities

The National Football League (NFL) sought to expand its retail business by selling a broader range of men's team-branded apparel beyond traditional items like jerseys and hats. WSL Strategic Retail was engaged to help identify these new growth opportunities. They leveraged their How America Shops® research to understand the purchasing behaviors of male fans and the women who often shop for them.

WSL Strategic Retail conducted qualitative and quantitative research with fans, partners, players, and retail executives. This process led to a comprehensive strategy roadmap that identified key shopper segments and defined a new multi-channel retail and marketing strategy. The work successfully gained internal buy-in to expand the apparel business year-round and was directly credited with inspiring a major feature in GQ magazine.

National Football League