LACES, a small Bay Area sportswear brand founded by Jeff Chu, gained immense popularity when NBA star Stephen Curry wore one of their hats during a playoff game. This unexpected exposure led to a 10,000% surge in sales overnight. LACES aims not only to provide fashionable sportswear but also to empower college athletes through Name, Image, and Likeness (NIL) opportunities, helping especially those who are lesser-known. Team member Jamie Pope emphasizes the transformative learning experiences and skill-building opportunities LACES provides beyond athletics for student-athletes.
It sold out in a couple of minutes. We had to put everything on pre-order.
LACES gives NIL opportunities to every single athlete, not just the top-ranked ones who are going pro.
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