Old Navy has announced plans to launch Superfan Nation concessions in its stores, which will sell football apparel

Old Navy has announced plans to launch Superfan Nation concessions in its stores, which will sell football apparel

Old Navy has revealed plans to open Superfan Nation concessions in its stores, which will offer NFL and college football apparel.

The Gap Inc owned retailer announced today (16 August) that it will bring the range of licensed NFL and collegiate products to nearly 1,000 stores, with each store offering a tailored collection that "caters to the favourite teams of the local community".

Old Navy said it has conducted "careful research" in every market to ensure the "true favourite teams are present" regardless of where the the team is geographically based. The range will include "everything from socks and headwear to the tees and fleeces Old Navy is famous for".

To promote the concessions, Old Navy will host tailgate parties in its stores alongside the launch of the football season on 3 September. The retailer will offer family oriented games and "traditional tailgate snacks". The launch will also be supported by TV ads, in-store signage and promotions, supported by social media activity.

Old Navy has also partnered with IMG College to promote its expanded offer at 35 college campuses from late September until spring 2012. The campaign will include in-stadium advertising and in-store events.

"Old Navy is always looking for ways to offer our target customer product that satisfies her apparel and lifestyle needs at an amazing value," said Old Navy president Tom Wyatt. "By creating a central location for this expanded licensed collection, customers get instant access to an easy, affordable way to find their family game day attire as well as weekday fashion looks."

Apparel will start at $14.94, with hard goods and accessories to start at $5.50.