Sports fandom is the strangest consumer behavior in America.
People pay money to wear another organization's logo. Voluntarily. Repeatedly. For decades.
No other industry gets this. Nobody buys a hat with their bank's name on it. Nobody wears a t-shirt advertising their insurance company.
But a football team? People will spend hundreds of dollars a year to display that affiliation, and they will do it whether the team is good or not.
Which makes licensed sports merchandise an enormous business, and it has mostly been served badly.
A chain that started in Kansas built itself on a single observation that sounds too simple to be a strategy.
Fans care about their own teams. Not teams generally. Theirs.