Gameday Couture

Gameday Couture makes fashion-forward licensed sports apparel designed for female fans who want stylish, flattering team gear instead of boxy unisex jerseys. The company is based in Tulsa, Oklahoma, and was founded by the husband and wife team of Shawna and Kurt Feddersen, who spotted a gap in the market for women's game-day clothing that actually fit and looked good while still showing team pride.

The Feddersens asked for 500,000 dollars in exchange for 20 percent of the business. Mark Cuban, with his ownership stake in professional sports through the Dallas Mavericks and his deep league relationships, was a natural fit. He offered 500,000 dollars for 30 percent, and the couple accepted, valuing not just the capital but Cuban's connections across the sports world for securing licenses and distribution.

Gameday Couture stood out because it targeted an underserved but large audience of women sports fans with a clear product and a founder match that made obvious sense. Cuban's involvement gave the brand instant credibility in licensed sports merchandise, an industry where access to teams and leagues is often the hardest barrier for a small apparel company to cross.

After the show, the partnership with Cuban helped Gameday Couture expand its licensing and broaden its retail footprint, including placement in major sporting goods stores. The brand kept adding team and league licenses, growing its catalog of women's apparel and reaching more fans through both wholesale accounts and its own sales channels in the years that followed.

As of 2026 Gameday Couture is still in business and active, with Cuban remaining involved as an investor. The company has accumulated a large portfolio of sports licenses across college and professional leagues and distributes through a wide network of stores, building a sustained multi-year business in the licensed women's sports fashion category.