In the world of sports, the action isn’t always confined to the field or the court. Sometimes, the most significant plays happen on the sidelines, in the stands, and within the culture that surrounds the game. For years, fan apparel was a predictable landscape of jerseys and screen-printed t-shirts—functional, but rarely fashionable. That is, until Kristin Juszczyk, a self-taught designer with a keen eye and a sewing machine, decided to take matters into her own hands. What started as a personal project to create unique game-day outfits has since exploded into a full-fledged fashion empire. Now, her brand, “Off Season,” is making its most ambitious move yet: a landmark expansion into the world of women’s professional basketball with a new WNBA collection.
The journey of Kristin Juszczyk is a modern testament to creativity and entrepreneurial spirit. Married to San Francisco 49ers fullback Kyle Juszczyk, she was a constant presence at NFL games but grew increasingly frustrated with the limited and uninspired apparel options available to female fans. “I just got sick of wearing the same three shirts in rotation,” she once explained. Instead of settling, she began watching YouTube tutorials, teaching herself how to sew, and deconstructing existing merchandise to create one-of-a-kind pieces. She upcycled jerseys into corsets, crafted jackets from footballs, and reimagined team logos with a high-fashion sensibility.
Her innovative designs quickly caught the attention of other players’ wives and fellow fans. But it was when Taylor Swift wore a custom Travis Kelce-themed puffer jacket designed by Juszczyk that her work was catapulted into the national spotlight. The image went viral, and suddenly, everyone wanted a Kristin Juszczyk original. The moment shone a light on what she had identified long ago: a massive “gap in the industry” for elevated, stylish fan apparel that could be worn with pride both inside and outside the stadium.
Recognizing the immense potential, Juszczyk partnered with Emma Grede, the powerhouse entrepreneur known for co-founding successful brands like SKIMS and Good American. Together, with the official backing of the NFL and the manufacturing and distribution might of Fanatics, they launched “Off Season” in January 2025. The brand’s debut NFL collection was an instant success, selling out quickly and proving that fans were hungry for merchandise that blended team loyalty with genuine style.
But for Juszczyk and Grede, the NFL was just the beginning. Their vision extended beyond a single league, aiming to capture the passion of sports fans everywhere. And their next target was perfectly timed with a seismic shift in the sports landscape: the meteoric rise of the WNBA. Fueled by a new generation of superstars and unprecedented viewership, women’s basketball is experiencing a cultural renaissance, making it the perfect arena for “Off Season” to make its mark.
The announcement of the WNBA collection represents a significant milestone, not just for the brand, but for women’s sports as a whole. Launching on September 4, the collection is a direct response to the growing demand for merchandise that reflects the league’s dynamic energy. “Designing this collection for the WNBA has been such an incredibly empowering experience,” Juszczyk stated in the official release. “I wanted every piece to reflect the strength, power, creativity, and energy that women’s sports bring to the culture.”
This sentiment is woven into the very fabric of the new line. The initial drop will showcase four powerhouse teams: the newly established Golden State Valkyries, the Caitlin Clark-led Indiana Fever, the formidable Las Vegas Aces, and the reigning champions, the New York Liberty. The collection features a mix of women’s and unisex styles, with prices ranging from $110 to $185, making high-fashion fandom more accessible.
Juszczyk’s personal connection to the athletic journey infuses the collection with an authentic respect for the players. “Knowing how much my husband puts into his work every single day, I know how much these girls live, breathe, and eat the sport,” she told USA Today. “To see the whole world give them the recognition that they deserve has just been so amazing… For us to have a little blip in the WNBA story is just such an honor.” She even has a dream athlete she’d love to dress: Dallas Wings rookie Paige Bueckers, whose record-breaking performances and personal style have captivated fans.
The fan response to the announcement has been nothing short of electric. Social media feeds flooded with comments like, “Take all my money!!!!” and “Leveled up. Amazing,” confirming that the brand has once again tapped into a deep well of consumer desire. This isn’t just about selling clothes; it’s about validating a fan base that has long been underserved and overlooked. For decades, women’s sports merchandise was often an afterthought—a shrink-it-and-pink-it version of men’s apparel. “Off Season” is decisively breaking that mold, offering thoughtfully designed pieces that celebrate female athletes and their supporters.
Emma Grede echoed this sentiment, emphasizing the broader cultural impact of their venture. “This is a cultural moment for women’s sports, and we’re proud to be part of it,” she declared. The partnership is a savvy business move, aligning “Off Season” with one of the fastest-growing sectors in the sports industry. It demonstrates a commitment to investing in women, both as athletes and as consumers, and recognizes their immense purchasing power and influence.
The “Off Season” x WNBA collection is more than just a new product line. It’s a statement. It signifies that the era of treating women’s sports as a niche market is over. It acknowledges that the modern fan demands more than just a logo on a shirt; they want style, quality, and a story they can connect with. Kristin Juszczyk provided that story, transforming her personal passion into a licensed brand that is now empowering a new league and a new generation of fans. As the collection prepares to drop, one thing is certain: the sidelines of the WNBA are about to get a whole lot more stylish, and the world of sports fashion will never be the same.
