The NBA is no longer just about basketball—it’s a fashion powerhouse, and one brand is boldly stepping into the spotlight. But here’s where it gets controversial: can a fashion label rooted in NFL culture successfully pivot to the NBA’s trendier turf? Off Season, the brainchild of designer Kristin Juszczyk, is betting on it. Known for its NFL-centric designs (thanks to Juszczyk’s connection to her husband, San Francisco 49ers fullback Kyle Juszczyk), the brand is now making waves with its first full-fledged NBA ready-to-wear collection. This isn’t their first NBA venture—last year’s capsule collection of puffers and vests was a test run—but this time, they’re going bigger and bolder, with everything from halter tops to track pants and jackets. And this is the part most people miss: the collection isn’t just about style; it’s a strategic move to expand Off Season’s reach and product diversity.
Focusing on a handful of iconic teams like the New York Knicks, Golden State Warriors, and Los Angeles Lakers, the collection also nods to the Los Angeles Clippers with a track jacket featuring their logo. Juszczyk’s long-term vision? Collections for every team in the league. But for now, starting small makes sense for a brand that’s just a year old. What’s equally exciting is Off Season’s new retail partnership with Revolve, a move Juszczyk calls a ‘perfect alignment of customers.’ Why? Because ‘game day’ is one of Revolve’s most-searched terms, and their shoppers are exactly the fashion-forward fans Off Season caters to. This partnership gives the brand more flexibility—think halter tops for Revolve’s edgy crowd and classic track jackets for stadium team stores.
This shift comes at a pivotal moment for sports and fashion. Brands like Abercrombie & Fitch and Champion are doubling down on sports collaborations, while Off Season and others are placing licensed sports apparel at the heart of their business models. ‘Basketball and fashion have always been intrinsically linked,’ Juszczyk notes, contrasting the NBA’s fashion-forward approach with the NFL’s more traditional style. The numbers back this up: NBA merchandise revenue topped $1.15 billion last year, accounting for 9% of total team revenue. With women making up 40% of NBA viewers and sports logo apparel sales growing 22%, it’s clear the audience is diversifying—and brands are taking notice.
‘Sport has always been big business, but now franchises are tapping into a previously overlooked market,’ says Helen Firth of Landor. ‘The focus on women-centric designs, from materials to marketing, is driving this growth.’ But here’s the question: Is this trend a passing fad, or is the NBA truly redefining the intersection of sports and fashion? Let us know what you think in the comments—we’re all ears!
