Stance Signs Multiyear NFL Deal for Team Socks and Underwear
Stance has signed a multiyear licence with the National Football League (NFL) to make branded socks and underwear for all 32 teams. A licence lets a company use another party's name, logo or team marks on products that a partner makes and sells.
The sock and underwear brand is owned by Marquee Brands, according to WWD. The NFL collection is being produced by United Legwear & Apparel Co., the company that holds Stance's global licence. Socks and underwear are the core product lines for Stance.
The first release of the NFL socks is sold on Stance's own website. An wider selection is due for the holiday season at NFLshop.com, the league's online store, and at Fanatics, a large online sports merchandise seller. Stance said the range will also be sold through select sports specialty retailers, stadium stores and other retailers around the world.
The deal follows a change in ownership. Marquee Brands announced its acquisition of Stance on 19 November 2025, in a release on Business Wire. At the same time, it announced a new partnership with United Legwear, which received the global licence for the Stance brand.
Marquee Brands said its portfolio reached USD 4.5 billion with Stance added, as reported by SGB. Trade reports from the same week said Stance would shift to a licensing model, with the arrangement covering every country except China.
That shift explains the structure of the NFL deal. Stance does not need to run every factory or shop itself. Its partners make and sell the goods under the brand, and the brand's owner oversees the licence.
For readers who follow sport, the NFL's team names and logos now appear on Stance products for the first time under this agreement. The league has not, in the reports cited here, given a financial value for the licence, and the length of the "multiyear" term has not been specified.
What comes next is clear in the schedule. The holiday range is due to reach the online stores and retailers listed above. Whether later releases follow the same channels has not been announced.
