Neff’s new underwear line has launched in the market with a bang.
Foot Locker is carrying Neffwear in 600 Foot Locker doors and at the core level, Active Ride Shop is giving the underwear an all-door presentation.
Neffwear is a partnership between NBA basketball star Kevin Durant and Shaun Neff, who are owners of the company.
Foot Locker has given Neffwear quite a bit of real estate, which features big POP displays.
Active also is carrying a large presentation that showcases Kevin Durant.
Neffwear partnered with a large underwear manufacturer to make the product because Shaun wanted to work with someone with expertise rather than try to build the team internally.
“We gave them direction, lengths, samples and trusted them to build a functioning garment,” he said. “It turned out fantastic.”
Shaun describes the underwear as active lifestyle – great performing garments that work in everyday life, “whether you’re Kevin Durant, a pro skater like Jaws, or a kid who goes to Coachella and doesn’t change their underwear for three days.”
This is the first time that Neff has entered Foot Locker, which Shaun said is a great fit for Neffwear because of Durant’s huge Nike footwear business there.
Also, with the athletic trend going on, “a lot of rad kids are shopping there because they carry all the dope new sneakers,” he said.
While the underwear has a performance element, the patterns and prints are loud and colorful, which fits with the Neff aesthetic.
For the launch, Neffwear comes in three price points – $20, $25 and for the KD signature underwear, $30.
At Active, Neffwear is also getting nice play. VP Active & Brand Development Todd Wakeling told us Active’s proud to be the exclusive action sports retailer for the launch.
“An authentic action sports brand like Neff partnering with Kevin Durant, a household name from the NBA, expands the demographic of the action sports retailer carrying that product significantly,” he said.
Active supporting Neffwear is “a huge win at the core level,” Shaun said.
Other major retailers will begin carrying Neffwear for holiday, and in Spring ’16.
The Neffwear team has begun looking at expanding in Europe, including studying the soccer market.
