What Dyehard Fan Supply does

Dyehard Fan Supply is a U.S.-based collegiate athletics merchandise and omnichannel retail provider founded in 2017 and headquartered in Winston Salem, North Carolina. The company was acquired by or combined with Follett Corporation, a diversified campus retail and academic solutions conglomerate headquartered in Westchester, Illinois, and now operates as 'Dyehard by Follett.' Dyehard Fan Supply is a private subsidiary with 51-100 employees and no public listing.

Its product portfolio consists of three core offerings: Dyehard by Follett (the flagship fan shop and merchandise assortment), Follett Athletics (stadium shops plus mobile and pop-up retail experiences), and Follett On-Demand (a made-to-order personalized collegiate-licensed apparel platform with no minimum order requirements, integration with all NIL licensing agencies, and same-day manufacturing capabilities for championship lines). The underlying technology is an omnichannel retail platform stitching together permanent stadium shops, mobile and pop-up retail units, online storefronts, and campus direct sales — designed to let athletic departments run merchandise operations across in-store, in-venue, and digital channels from a single partner.

Dyehard's revenue model is anchored in physical merchandise sales — one-time licensed collegiate apparel, personalized jerseys, and branded merchandise — sold B2B to NCAA athletic departments (primary segment) and B2C to college sports fans and alumni. Go-to-market is channel-partner driven: a campus direct sales team works with athletic departments to design and deploy custom retail solutions, complemented by content marketing through Follett's blogs, lookbooks, webinars, and events. Pricing is structured through a 'good, better, best' tiered model targeting multiple fan price points, with no public pricing disclosure for merchandise or services. In January 2018 Dyehard executed two acquisitions (All Pro Championships and SEE Merchandising) as part of an early capability expansion.

Name

Dyehard Fan Supply

Website

https://dyehardfansupply.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Dyehard Fan Supply, operating as Dyehard by Follett, is a U.S. collegiate athletics merchandise and omnichannel retail provider serving NCAA athletic departments and fans with stadium shops, mobile/pop-up retail, online stores, and personalized NIL-licensed apparel via the Follett On-Demand platform.

Ownership category

akta.pro rank

Product category

Collegiate Athletics Fan Merchandise Retail

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)

akta.pro secondary industries

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Sports, Concert & Venue Gift Shops (CRALAJAH)

Keywords

• Collegiate merchandise retail
• Athletic fan apparel
• Stadium retail services
• Personalized sports merchandise
• Campus fan shop operations

Headquarters

HQ city

Winston Salem

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Physical Merchandise Sales: Sale of collegiate athletic merchandise including apparel, personalized jerseys, and branded merchandise through stadium shops, mobile units, pop-up stores, and in-venue retail locations

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Dyehard Fan Supply (operating as Dyehard by Follett) provides NCAA collegiate athletic departments with omnichannel fan merchandise retail solutions. Core offerings include permanent stadium shops, mobile and pop-up retail experiences, an online merchandise storefront, and the Follett On-Demand made-to-order personalization platform supporting NIL-licensed apparel, championship celebration merchandise, and a good/better/best pricing structure serving every fan segment.

Product overview

Dyehard Fan Supply operates as part of Follett Corporation's collegiate athletics retail portfolio. The offering combines Dyehard's athletics merchandise expertise with Follett's campus retail operations, providing a unified solution for athletic departments. The core products include Dyehard by Follett (fan shops and merchandise assortment), Follett Athletics (stadium shops and omnichannel retail experiences), and Follett On-Demand (personalized made-to-order merchandise with NIL licensing support). Together, these products serve collegiate athletic departments seeking branded merchandise, game day engagement, and fan experience solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Dyehard by Follett Fan Shops Collegiate athletics fan merchandise and omnichannel retail solution for NCAA athletic departments, offering stadium shops, online storefronts, mobile and pop-up experiences, and a comprehensive assortment of branded apparel, personalized jerseys, and sideline merchandise.
• Follett Athletics Campus athletics retail experience program providing permanent stadium shops, mobile and pop-up retail experiences, and fan engagement solutions designed to elevate collegiate athletic brand celebrations online, in-store, and in-venue.
• Follett On-Demand Made-to-order personalized collegiate-licensed apparel, gifts, and supplies platform with no order minimums or hidden fees, integrated with all NIL licensing agencies to support every sport and opted-in athlete, and offering same-day hot market manufacturing for championship merchandise.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Follett CorporationcoreStrategic or Co-development PartnerDyehard operates as Dyehard by Follett following a partnership/combination with Follett Corporation. This partnership combines Dyehard's expertise in collegiate athletics with Follett's deep knowledge of campus retail operations. Together they offer omnichannel retail solutions for athletic departments including stadium shops, mobile experiences, and personalized merchandise through Follett On-Demand.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Fanatics: Fanatics is the dominant licensed sports merchandise retailer operating direct-to-consumer across college and pro leagues. It is the closest direct competitor to Dyehard's collegiate licensing, NIL personalization, and on-demand apparel capabilities, and competes head-to-head for university rights.
• BSN Sports: BSN Sports is a leading team athletic apparel, equipment, and custom merchandise provider serving schools, leagues, and athletic programs. It overlaps directly with Dyehard's collegiate merchandise and team-branded apparel offering across B2B athletic department sales.
• LIDS: LIDS operates licensed sports headwear, apparel, and accessories retail including strong collegiate assortments. It is a direct competitor for licensed fan merchandise sales, particularly in venue-adjacent and mall-based retail channels.
• College Vault: College Vault is an online retailer specializing in officially licensed collegiate apparel and merchandise. It directly competes with Dyehard's online storefront for licensed fan gear sales, particularly for alumni and gameday consumers shopping nationally.

Broad incumbents

• Nike (NCAA Licensed): Nike is a broad incumbent that supplies officially licensed collegiate sideline apparel and footwear to many NCAA programs. It is not a direct retail competitor in Dyehard's omnichannel fan shop model but defines the upstream sideline brand assortment Dyehard distributes.
• Under Armour: Under Armour is a broad incumbent athletic apparel brand with collegiate licensing relationships and its own DTC storefront. It overlaps with Dyehard as both an upstream sideline brand supplier and a competing DTC platform for fan apparel.
• Adidas: Adidas is a broad incumbent athletic apparel brand with NCAA collegiate licensing deals and DTC operations. Like Nike and Under Armour, it serves as both an upstream sideline brand partner to Dyehard and a competing retailer of licensed collegiate merchandise.
• Eastbay (Foot Locker): Eastbay is a longstanding team athletic footwear and apparel retailer (now part of Foot Locker) with deep team-sport and collegiate assortment. It competes with Dyehard's online store for team-branded and licensed collegiate merchandise sold directly to consumers.

Emerging players

• Riddell: Riddell is a leading football equipment and team athletic goods manufacturer serving scholastic and collegiate programs. It overlaps with Dyehard in the team-sport collegiate channel and could expand into adjacent licensed merchandise.
• Champion (Hanesbrands): Champion holds collegiate licensing deals and operates its own DTC platform for licensed collegiate apparel. It overlaps with Dyehard as both a sideline brand supplier and a competing retailer in licensed collegiate fan apparel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dyehard Fan Supply