Want to dress like a ‘Buttkicker’? You can. Chiefs’ Butker is launching a clothing line
Whenever Chiefs fans are next able to file into Arrowhead Stadium, a vast array of replica jerseys — from Patrick Mahomes to Travis Kelce to Tyrann Mathieu and more — will be worn proudly.
There also could be some new sweatshirts that say “BUTTKICKER” on them.
On Tuesday, Chiefs kicker Harrison Butker will release his own clothing line, dubbed BUTKER, in partnership with a company called NOVUS. The newly released items will be available on Butker’s website: butker.com.
“I wanted to deliver a product that the fans would love to wear,” Butker said. “The biggest thing for me is that the fans are proud of what they’re wearing (and) that they’re getting something that is super-high quality.”
After Butker’s rookie season, he came out with red “Buttkicker” T-shirts in homage to his nickname. Kansas City shirt store Charlie Hustle then helped him produce another one. But Butker wanted to create additional products that he could completely personalize.
He’d been looking for a business partnership, and NOVUS’ faith-based mission resonated (Butker is Catholic). The two parties met at Harrison’s house and Harrison was excited to do business with them.
Garrett Bernardo, CEO and creative director of NOVUS, said that after visiting Butker and his family in Kansas City, he knew that they would make great business partners.
“That’s where we clicked, is that we both have extreme work ethics and we’re on a mission together to make an impact on the world using our platform,” Bernardo said. “He’s a Super Bowl-champion kicker and we’re a custom apparel business, and we’re both trying to do this at a very high level. So we felt like bringing our talents and gifts together, we could do something great.”
NOVUS’ slogan — “Claim Your Crown” — stems from the Bible verse James 1:12 and affirms the company’s mission of helping people claim their crown through perseverance and living with passion and conviction.
The company, based in Albany, New York, has worked with teams across the high school, college and professional space, including the New England Patriots and the Colorado Rockies. Butker is the firm’s second partnership with an individual athlete, and first with an NFL player. The company’s other athlete partnership is with U.S. Olympic fencer Dagmara Wozniak.
Butker’s clothing line will offer a selection of hoodies, joggers, shirts and shorts customized specifically for the Chiefs kicker. Some of the clothes will cater more directly to the Chiefs’ fan base and bear Butker’s nickname of “Buttkicker,” but the line will also include everyday attire featuring neutral colors like black, gray and white.
Butker wanted the products to be affordable, so each item will retail in the $25-$55 range. All proceeds from sales will be donated to the Butker Family Foundation, which he’s setting up this offseason. He said he hopes to use his platform to contribute to causes within the Kansas City community.
The clothing line’s July 7 release date references his jersey number — No. 7 — and that’s also incorporated into his logo. Butker has been teasing some of the products through promotions on his Twitter account — he posted a video Thursday and is planning to release another video before the official launch next week.
He said he’s gotten a lot of support from the Chiefs’ fan base throughout his career and knows his teammates will support him as he starts this new venture.
“I haven’t gotten any fashion tips, if I needed that, I probably should go to Frank Clark because I think he’s got a clothing line coming out as well.” Butker said. “I think in the locker room, the guys notice… and they support that...The guys are going to be excited for it.”
This story was originally published July 2, 2020 at 5:51 PM.