Tyler Rakich: Dynasty Sport Co-founder on surge in Kiwis buying sports merchandise
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Why are Kiwis buying so much sports merchandise this year?
Turns out we love a bit of merch as well. So Rebels Sport saw a, part of Briscoe's of course, saw a $3.6 million jump in its half-year results. Sales were driven by the Warriors, Auckland FC and the All Blacks. People love a bit of merch. Tyler Rakich is co-founder and commercial director at Dynasty Sport and is with us. Tyler, morning to you. Morning Mike. So you're all about the team stuff. You singing growth.
How much does team performance versus design influence merch sales?
Is your business going nicely? Thank you very much.
Yeah, it is. Thank you, Mike. Yeah. Look, the Warriors have had a sort of record year and obviously that's on the back of the performance. And I guess the great job that Cameron and the team at the club does with their designs and, you know, I guess coming up with a program that the fans love and, you know, have something for everyone to buy. You have an interesting point.
How much of it's about what it looks like versus how much of it's about the team's success?
Can New Zealand sports apparel become a fashion statement like US teams?
Yeah, I think it's – look, in 2024, we had a really good year as well when the team didn't go so well. So, look, we've got a really good design team that is always looking at what's happening in the market, making sure that we're really innovative in what we do, and making sure that we're purposeful with the stories that we're trying to tell in terms of what the range looks like. So I think it's a combination of that, and it certainly helps when the team's going well because, you know, obviously people are fanatic about the Warriors and they get out there and support. Yeah.
Do you base yourself on the American market? There comes a tipping point in the American market, which I find like the Dodgers, the Lakers, the Cowboys are above and beyond the sport. They become a fashion item, if you see what I mean.
Yeah, and look, we're trying to do that with the Warriors. There's obviously the on-field jerseys and the stuff that the boys train in, but above and beyond that, there's things like, I think Cameron gave you one of the varsity jackets this year that we produced.
What makes the Warriors varsity jackets a bestseller despite a high price?
So little things like that that we can fit outside of just what the boys were on the field or what they wear, and we're seeing great success with those product lines.
Those varsity jackets, they're pricey, but they're pricey because they're a beautiful product. Not pissing in your pocket, but they sold well.
They sold really well. And look, when we put it together, it's made from real leather sleeves and it's all made from proper materials. And we were sort of quite worried about what that price point looked like. But not everyone can afford it. But there's certainly obviously Warriors fans out there that can. And like most of the Rangers this year, they sold out pretty quickly.
Which other New Zealand teams are driving merch growth and why?
So what about the All Blacks, Auckland FC, you've got to win. If you're on an up and down, it sort of depends on success or it's a thing in and of itself.
Yeah, look, I think, look, across the board of the teams that we work with, we're sort of seeing good growth in those sales. I mean, like, we just launched the Kiwis for the Rugby League World Cup, and those ranges went really well and have been really good. So, yeah, I think, look, sport's in a great place in the country at the moment where, you know, people are getting in behind it and are supporting. And, look, for us, particularly rugby league at the moment is really strong, and we're just seeing that really well followed.
Fantastic. Well done. Tyler Rackage, who's with Dynasty Sport, which is different to Rebel Sport and, you know, anyway, we love merch.
For more from the Mike Hosking Breakfast, listen live to News Talk ZB from 6 a.m. weekdays or follow the podcast on iHeartRadio.
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Chapters
5 chapters
1
Why are Kiwis buying so much sports merchandise this year?
0:00–0:21
2
How much does team performance versus design influence merch sales?
0:21–0:49
3
Can New Zealand sports apparel become a fashion statement like US teams?
0:49–1:40
4
What makes the Warriors varsity jackets a bestseller despite a high price?
1:40–2:19
5
Which other New Zealand teams are driving merch growth and why?
2:19–3:08
Speakers
1 identifiedMore from The Mike Hosking Breakfast
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