Peter Millar Names Christian McCaffrey Its First NFL Ambassador as Pursuit Collection Nears Launch

Peter Millar, the Raleigh, North Carolina-based apparel brand, has signed San Francisco 49ers running back Christian McCaffrey as its first NFL ambassador. McCaffrey will front the brand's new Pursuit collection, a line of technical apparel and gear scheduled for release on August 20. The deal lands in the same year Peter Millar is marking its 25th anniversary. WWD

The brand has built its ambassador roster largely around golf, sponsoring PGA Tour players including Sam Burns, Cameron Young and Justin Rose. Adding an NFL player widens that footprint into a different audience and a different retail calendar, with American football season set to open next month.

McCaffrey's move into apparel partnerships has shifted over the past year. Last August he left Nike, his longtime sponsor, to join performance apparel and footwear brand While on Earth as a co-founder and investor. The Peter Millar arrangement adds a second apparel relationship alongside that equity stake.

Scott Mahoney, chief executive officer of Peter Millar, and Jason Cater, the brand's chief creative officer, are steering the company through its anniversary year. The Pursuit collection, which McCaffrey will represent, is positioned as technical apparel and gear — performance-oriented clothing designed for training and active use rather than the golf-course polos and knitwear the brand is best known for.

For McCaffrey, the deal pairs one of the NFL's most productive running backs with a brand that has spent a quarter-century dressing golfers. For Peter Millar, it brings an NFL name into a portfolio built on fairways, timed to a product launch eight days away.