Mizzen+Main Crash Spring Training With Trunk Shows, Continue To Focus On Athlete Partnerships

To Major League Baseball fans, Spring Training is a sign that Opening Day is right around the corner. To a growing number of actual MLB players, Spring Training means another year of new Mizzen+Main selections.

The performance menswear company has become a staple in clubhouses during MLB’s preseason in recent years, traveling across the country with its “Trunk Shows” and allowing players to try on different lines before ultimately deciding which items to purchase. The events, which typically last two hours and occur on game days, are designed to showcase the company’s two major selling points to busy athletes — innovation and convenience. Mizzen+Main applies performance-based fabrics to dress shirts to prevent them from becoming wrinkled or sweaty, solving a need for professional athletes and team executives who are traveling for much of the year.

“We sell out fast, and recognize the need for a lot of options in style and fit. Our shirts are so versatile, and they travel extremely well, which makes them high demand among players and front office execs,” Stephanie Swingle, Mizzen+Main’s Chief Marketing Officer told The Sports Biz. “Something else we learned is when these guys find something they like, they are very loyal. We created the best damn dress shirt and they connect with that entrepreneurial spirit.”

The Dallas-based company has 1,000 professional athletes wearing its shirts, and boasts high-profile athlete partners Phil Mickelson, J.J. Watt, Kyle Schwarber, Tim Tebow and Kyler Murray as a part of its roster. The diverse set of athletes — ranging from a 48-year-old golfer, to a 26-year-old baseball player and a 21-year-old soon-to-be NFL player, among others, is a part of Mizzen+Main’s strategy to appeal to nearly all males. “We have a strong, loyal following among golfers, baseball players, football players and the weekend athlete. The feel, the no wrinkles and no dry cleaning, along with sweat wicking are product benefits they all love,” Swingle said.

It is clear that Mizzen+Main’s presence within the sports industry is just beginning. The brains behind the viral Mickelson commercial have also been approached by professional teams and leagues for larger scale, official partnerships. Swingle even speculated that the company could one day morph from selling shirts to athletes and partnering with them to actually supplying the jerseys for in-game competition.

“…The crossover of fashion and sports is bigger than ever. Players love it. Fans love it. And we want to be the everyday solution to look good.”