Off Season Playbook: How Emma Grede and Kristin Juszczyk Are Redefining Sportswear—and What You Can Learn From It
From Concept to Closet: How Emma Grede and Kristin Juszczyk Built Off Season and What It Takes to Launch a Winning Sportswear Brand
Let’s be real: the fashion industry is as crowded as your local Starbucks on a Monday morning. So when two powerhouses, Emma Grede (you know her from Good American, Skims, and Shark Tank fame) and Kristin Juszczyk (lifestyle queen and wife of NFL fullback Kyle Juszczyk), teamed up to create Off Season, their new sports-inspired apparel brand, the stakes were high. Spoiler alert: they nailed it.
Off Season isn’t just another sportswear line; it’s a masterclass in branding, collaboration, and carving out a niche in an oversaturated market. If you’ve ever dreamed of starting your own brand, grab a coffee, a notebook, and maybe some stretchy pants. Here’s how you can take cues from Grede and Juszczyk’s playbook and turn your big idea into a touchdown-worthy brand.
Step 1: Find Your Why
When Kristin Juszczyk decided to dive into the world of sports apparel, she wasn’t just looking to cash in on trendy athleisure. She wanted to solve a problem: bridging the gap between high-performance athletic wear and chic, off-duty looks. Her “why” was crystal clear—creating pieces that work as hard as women do.
For your brand, ask yourself: What problem am I solving? Maybe you’re launching a skincare line for post-workout glow or a line of shoes for city commuters that don’t scream “orthopedic.” Your purpose will be the North Star guiding every decision.
Step 2: Partner Like a Pro
Kristin knew she needed a co-captain to take her vision to the next level. Enter Emma Grede, a branding and business guru with a golden track record. Together, they brought complementary skills to the table: Kristin’s connection to the sports world and Emma’s expertise in building brands that resonate with women.
Pro tip: Find someone who brings skills you lack. Your ideal partner could be a creative genius while you handle logistics, or maybe you’re the visionary and they’re the number cruncher. Choose wisely—this is a marriage, minus the vows (and hopefully the drama).
Step 3: Nail Your Branding
The name Off Season is pure genius. It speaks to downtime, relaxation, and breaking away from the grind—concepts that resonate deeply with women balancing work, workouts, and wine nights. The logo? Minimalist and clean, perfectly echoing the brand’s aesthetic.
When launching your brand, remember: your name and visuals are your first impression. Test your ideas with friends, family, or even strangers in a coffee shop. If they furrow their brows in confusion, it’s back to the drawing board.
Step 4: Design With Purpose
Kristin and Emma didn’t just create pretty clothes; they created functional ones. Each piece in the Off Season collection is designed to transition seamlessly from gym to errands to brunch. Think sweat-wicking leggings that look great with sneakers or tailored joggers that scream “I woke up like this.”
If you’re developing products, focus on usability. Are your customers busy moms? World travelers? Yoga enthusiasts who actually use their mats? Build with them in mind. Form and function are your new BFFs.
Step 5: Leverage Your Network
Let’s talk about Kristin’s secret weapon: her NFL connections. Who better to model the Off Season line than her husband, Kyle, and his teammate George Kittle? (Swoon.) Kristin also tapped into her personal brand, built through her NFL wife status and her love for Taylor Swift, to create buzz.
Translation for you: Use your network! Maybe your cousin is a TikTok influencer, or your college roommate runs a popular blog. People love supporting passion projects—just don’t make it awkward at Thanksgiving.
Step 6: Create a Buzz-Worthy Launch
When Off Season launched, it wasn’t a quiet affair. NFL stars modeled the collection, Vogue covered it, and social media exploded with stylish, sports-meets-chic vibes.
For your launch, think big. A creative campaign, pop-up event, or influencer collaborations can take your brand from “meh” to memorable. Even a clever Instagram Reel can make waves—think behind-the-scenes glimpses or relatable humor (because who doesn’t love a good laugh while shopping?).
Step 7: Embrace Authenticity
Kristin Juszczyk’s charm lies in her relatability. She’s not just selling clothes; she’s selling a lifestyle that feels authentic and attainable. Add Emma’s business acumen, and you’ve got a brand that’s aspirational but grounded.
Remember: Today’s consumers can sniff out inauthenticity like yesterday’s leftovers. Share your story. Show the human side of your brand. Whether it’s your struggles, your triumphs, or your quirky design process, people want to connect with you.
Step 8: Make It Exclusive (But Not Too Exclusive)
Off Season plays with the idea of exclusivity by offering limited drops. It’s the classic “you want what you can’t have” trick, and it works like magic. But the pieces are still accessible enough that you don’t feel like you need a black AmEx to join the club.
For your brand, consider how to create excitement without alienating potential customers. Limited editions? Seasonal collections? VIP perks for early adopters? Pick your poison and watch the FOMO roll in.
Step 9: Be Ready to Pivot
Even the best playbooks need a halftime adjustment. As your brand grows, listen to your customers. What do they love? What’s missing? Kristin and Emma are already thinking about expanding Off Season beyond apparel.
Be open to evolution. Maybe your skincare line turns into a wellness empire, or your boutique gym bag brand adds smart tech. The possibilities are endless when you’re adaptable.
Step 10: Have Fun With It
One of the most endearing things about Off Season is its lighthearted, playful vibe. From cheeky Instagram captions to relaxed marketing campaigns, the brand doesn’t take itself too seriously.
Starting a brand is a wild ride. There will be late nights, endless to-do lists, and maybe a few tears. But don’t forget to celebrate the wins—whether it’s your first sale or your first rave review.
Emma Grede and Kristin Juszczyk’s Off Season isn’t just a sportswear line; it’s a blueprint for building a brand that’s authentic, functional, and fun. By focusing on your “why,” partnering smartly, and designing with purpose, you can create something truly special.
So, what are you waiting for? It’s time to take that idea out of the locker room and onto the main stage. And who knows? Maybe your brand will be the next big thing to grace the pages of Vogue—or at least your bestie’s Instagram feed.
Game on.