In recent years, Tom Brady has sought to establish his off-field presence in a myriad of ways. The Tampa Bay Buccaneers quarterback, seven-time Super Bowl winner and definitive GOAT launched the TB12 brand in 2013, published a pseudoscientific training regimen years later and even co-founded an NFT platform last year. And now he brings us BRADY, his eponymous clothing line, which launches today.
Conceived four years ago alongside Jens Grede, the serial entrepreneur behind Kim Kardashian’s SKIMS, Brady is billing BRADY as “clothing that performs across all of your daily lives.” Pieces are inspired by his time in the locker room where he observed different body types that all sought dynamic clothing capable of transitioning from, say, the gym to the weekend brunch. Fabrics are soft yet breathable, timeless yet current. Long story short, it’s another athleisure brand.
To bolster the brand’s Gen-Z appeal, Brady partnered with collegiate athletes taking advantage of the NCAA’s 2021 Name, Image, and Likeness (NIL) rule, which allows amateur athletes to receive compensation outside the organization. Athletes include Coastal Carolina University quarterback Grayson McCall, as well as quarterback Cade McNamara and tennis player Andrew Fenty, both of whom attend Brady’s alma mater, the University of Michigan.
Of course, Brady’s latest entrepreneurial enterprise doesn’t come cheap. While prices range from $20 to $495, you can expect to pay $75 for an athletic tee, $120 for “utility” shorts and nearly $300 for a bomber jacket. Amidst stiff competition from lululemon, Nike, Uniqlo and many others, turning the BRADY brand into a success might be Tom’s biggest challenge in years.
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