Inside Overtime's merch strategy to create the 'new varsity jacket of the high school hallway' and cater to Gen-Z and millennial sports fans

Sports-media brand Overtime built an e-commerce business with over eight figures in sales in 2023.

Tyler Rutstein has been leading the design and creation of merch at Overtime.

He breaks down how partnerships and other strategies have helped grow the business.

Sports-media brand Overtime has built an e-commerce business that the company said reached over eight figures in annual sales in 2023 by partnering with brands like BAPE, Snapchat, and Paramount to expand its reach.

Led by Tyler Rutstein, chief brand officer and head of commerce, Overtime began selling merchandise in 2019 that caters to its core audience of Gen-Z and millennial sports fans.

The media company first made a name for itself by distributing high-school sports videos, then producing its own shows and operating its own sports leagues. Like some others in media, it's expanded into merch, selling hoodies, tees, joggers, shorts, compression tights, and more. Overtime is on course to make an estimated $100 million in revenue this year, mostly from advertising, as well as from e-commerce sales and sports-rights fees.

Rutstein, who worked at Adidas and Reebok before Overtime, said the company...