A year ago at the Super Bowl in Phoenix, as he was telling the world he was doing his media duties only “so I won’t get fined,” Marshawn Lynch shrewdly used his non-platform platform to open a pop-up store in Scottsdale selling his new line of Beast Mode sportswear. The inventory sold out in a day.
The master of merchandising took advantage of the Super Bowl again Friday, even though his Seahawks didn’t come along — for the first time in three years. But since the game is in the Bay Area, he jumped on the media opportunity by opening his first store in his hometown of Oakland.
Oakland mayor Libby Schaaf introduced the grand opening by declaring Friday “Beast Mode Day.” Lynch’s grandmother cut the ribbon, and Lynch shouted, “Town business!”
Schaaf said Lynch “demonstrated a continuous commitment to Oakland and its residents.”
According to a media release, the store “will feature imagery inclusive of iconic individuals that Lynch admires, and the long-term goal is to develop programming for young members of the community.”
All of Lynch’s sportswear gear is emblazoned with a Beast Mode logo he introduced a year ago. If you aren’t heading to the Bay Area this weekend, Lynch offers his shopping action online with this link.
The customer line, featuring more than a few fans in Seahawks gear, stretched down the block.
Amazon, watch out.
(Seattle Times video)