Here's What Went Down With Gameday Couture After Shark Tank

For anyone who's wanted to look chic while still rocking their team logo, Gameday Couture is the answer. Spouses Shawnna and Kurt Feddersen started the sports apparel company for women in 2010 and pitched their brand on "Shark Tank" in 2014, leaving with a wonderful success story. Women's apparel is a popular category amongst "Shark Tank" pitches. We've seen all sorts of businesses present their products to the sharks, to varying degrees of success. Frill Clothing designs sorority attire, and they closed on an offer from Barbara Corcoran and Kevin O'Leary, who teamed up on an investment deal. Meanwhile, the virtual consignment store SilkRoll got rejected by the sharks, but went on to thrive by themselves. Red Dress, a boutique store, caught the attention of Mark Cuban, and has seen serious success since their episode aired on "Shark Tank."

Like Red Dress, Gameday Couture managed to win Cuban over, all because of the sports connection. Cuban owns the NBA team the Dallas Mavericks, so he had a personal reason to get so interested in the line of female-licensed apparel. It's gone well for the Feddersen couple, and they're thanking their lucky stars that they made it onto "Shark Tank."

Shawnna and Kurt Feddersen pitched Gameday Couture to the sharks, asking for $500,000 in exchange for 20% equity. The sharks were impressed with the idea behind Gameday Couture — the Feddersens had identified a gap in sports fan apparel for women. There weren't enough fashionable pieces for female fans, and they wanted to give sports enthusiasts wider options. They explained that their items cost roughly $8.00 to make and sell for around $44 per piece. They also told the sharks that they had gone from $750,000 in annual sales up to $1.25 million in the three years that they had been operating.

All the sharks pulled out except for Mark Cuban, who made them a very surprising offer. He countered with $500,000 for 30% of Gameday Couture, on the condition that the Feddersens design looks for all of the women who love the Dallas Mavericks. Cuban joked that his wife had been on his case for more attractive merch to wear to games. Shawnna said she already had designs ready, and with that, the Feddersens left the tank with Cuban on their team. 

The deal between Gameday Couture and Mark Cuban did indeed go through. Following the episode, ABC shared an update on the business in 2016, after its "Shark Tank" success. Shawnna and Kurt Feddersen met up with Cuban at the American Airlines Center, the arena in Dallas, Texas, that's home to the Dallas Mavericks. Cuban took the Feddersens to the merch store in the arena, where a whole wall of Gameday Couture clothing was on display, showing off the Maverick's logo. Cuban joked that his contingency for the business was that his wife had to love their products. "They absolutely killed it," said Cuban with a smile.

Sales also changed drastically for Gameday Couture after "Shark Tank" and teaming up with Cuban. Kurt told ABC that a little over a year since their deal, they've already done $6 million in sales. And in true Cuban style, there's no slowing down. In the update video, Cuban told the Feddersens that he wanted to see them reach $25 million in sales; Cuban acknowledged that they're in 700 stores, but he wants to see them in many more locations. Cuban also said that he planned on reaching out to other NBA teams to get Gameday Couture involved in their merchandising. In the comments on YouTube, someone noted that the Feddersens had gotten the right person behind them. "They got the right partner" the fan wrote. Ain't that the truth!

You better believe that Gameday Couture is still growing, and they're constantly coming up with new ideas and securing licensing deals. In 2020, they made a deal with the NBA to create merch for all of their teams; they also have licensing deals with 1,500 colleges. Gameday Couture is now available in Dick's Sporting Goods, so it's easy for fans anywhere to grab some stylish merch. On Instagram, Gameday Couture has over 75,000 followers and is constantly updating its feed, adding merch that's relevant to big games and sporting events. According to their website, Gameday Couture distributes both through business-to-business (B2B) and direct-to-consumer (D2C), in over 2,500 stores around the United States.

In 2021, Gameday Couture also partnered with Madison Prewett, who had appeared on season 24 of "The Bachelor," with Peter Weber as the lead. In a collab called Gameday X Madi, the brand came out with looks specifically curated by the former contestant. The Feddersens also expanded their business by creating an unlicensed clothing line called Social House in 2020. With this brand, they sell everyday apparel, jewelry, and shoes that aren't affiliated with any specific sports team.

For the Feddersens, Gameday Couture is everything. On Shawnna's LinkedIn page, she's listed as the CEO of Gameday Couture and Social House Boutique and has been since 2010. Kurt is listed as the co-owner and President of these companies, so it's clear that both of the Feddersens are all in!

When it comes to Mark Cuban's involvement in the business, Shawnna was grateful, but also aware of the fact that she and her husband did a lot of work to get the company where it is today. "It opened a few doors, but luckily, we had already seen so much growth that we have been really fortunate to not necessarily need his help so far," Shawnna told Tulsa People in 2019 of their partnership with Cuban. "He's there if we need him and he's excellent. He gives great advice, and he lets us run our business how we like." The brand continues to engage clients online with weekend sales, online giveaways, and the constant creation of new merchandise, which is always a compelling draw for new customers. We have no doubt that Gameday Couture will continue to flourish, thanks to the partnership of Cuban and the hard work of the Feddersens.