After identifying an untapped market in athletics fashion for women, lifelong sports fan Shawnna Feddersen took action. Today, her company, Gameday Couture, is a pioneering business that designs team-branded gear with women’s preferences and style sensibilities in mind. “We focus on creating stylish, licensed apparel for women, filling a gap in a market traditionally dominated by male-focused products while at the same time mentoring and inspiring the next generation of women entrepreneurs,” Feddersen said.
Inspired by her entrepreneurial father—“my dad was an idea man who ran a successful business for 30 years,” she said—Feddersen sought ways to expand her brand’s reach. Together with her husband Kurt, she pitched Gameday Couture on NBC’s Shark Tank in 2014, just four years after founding their brand. The Shark Tank appearance proved transformative, resulting in an investment from then-Dallas Mavericks owner Mark Cuban, who remains a Gameday Couture investor and mentor.
From its initial focus on collegiate partnerships, the business has steadily expanded its reach, now collaborating with major professional sports leagues.
‘Believe in your vision’
Gameday Couture’s growth has exceeded expectations from the start. The company doubled its projected first-year growth rate of 20%, reaching 40% despite initial skepticism from the industry. “You’ve got to believe in your vision,” Feddersen said. “Focus on where you’re headed, and don’t let anyone shut that down.”
Equally important is forming relationships that foster success. “J.P. Morgan has been massively helpful in our growth stages and right through where we are right now, and in helping us structure toward our future growth,” Feddersen said. “The team has been like mentors to us, helping us navigate our financial journey.”
When J.P. Morgan brought the Feddersens to New York for meetings, Kurt was able to initiate discussions with the NFL about a potential licensing deal. That connection proved valuable, allowing Gameday Couture to reach the audience of the country’s most popular sport.
“The NFL is hyper-focused on the apparel market, specifically targeting women consumers, and that was critical in making Gameday Couture’s collaboration with the league such a success,” said Daniel Ogle, executive director, Commercial Banking, J.P. Morgan. “Their connection with the NFL has allowed them to reach many new markets and grow their revenue significantly.”
A team member that unlocked growth
Working with J.P. Morgan helped Gameday Couture maintain its path to growth from early on. “Our initial focus was establishing a card program that would help manage cash flow and provide flexibility in payments,” Ogle said. The program allowed Gameday Couture to extend payment terms and free up capital—essential when purchasing materials overseas for immediate printing and shipping.
Additionally, Gameday Couture replaced its legacy billing system with Cashflow360, J.P. Morgan’s scalable end-to-end payments platform. “The integration of our solutions has not only saved them money but also provided the necessary capital to support their growth,” Ogle said.
“Our role is to be a business associate that grows with our clients, constantly evaluating and providing solutions tailored to their evolving needs,” Ogle said.
Building a legacy of entrepreneurship
As Gameday Couture explores opportunities with additional major sports leagues, Feddersen continues to uphold the company’s core mission and broader impact. “Our focus remains on delivering high-quality products that resonate with female sports fans,” Feddersen said. “But I also want to inspire the next generation of women leaders—it’s important to me to give back and support others on their journey.”
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