In recent discussions, Christine Mina has been working on enhancing the team merchandise experience at the Wells Fargo Center, aiming to create unique offerings for the arena. This season, fans of the Flyers and Sixers will find a range of jerseys, hats, and other apparel in team stores and merchandise stands, but with an expanded selection that includes specially-designed items that cater to contemporary tastes as well as nostalgic favorites.
Mina, the Wells Fargo Center’s Senior VP of Marketing, highlighted the initiative’s objective during an arena preview event last week, which is focused on better serving the diverse fanbase by introducing more lifestyle-oriented options. She emphasized that there will be an increase in offerings for women and children, while still providing the classic game-day jerseys and T-shirts.
To spearhead this initiative, Adrienne Briones-Carlson joined as Vice President of Retail in the summer of 2023, bringing with her extensive experience from well-known brands such as Lululemon and Banana Republic. In the following year, collaborations with various brands—including women’s hockey clothing line Line Change, Travis Matthew, Sport Design Sweden, Pro Standard, and the local favorites ’47 Brand and Mitchell and Ness—were established to create distinctive merchandise for the Flyers and Sixers. The fashion company Billebeino, launched by former Flyer Ville Leino, will further complement the selection, especially with trends embraced by current Flyers players.
The new merchandise aims to reflect each team’s identity without relying heavily on traditional colors. Mina pointed out that the goal is to foster a more nuanced expression of fandom that fits seamlessly into everyday wardrobes, moving away from the oversized team sweatshirts that might not suit every occasion.
Briones-Carlson stressed the importance of exclusivity in the new offerings, noting that many items will only be available at the Wells Fargo Center. For instance, products from ’47 Brand and Mitchell and Ness, as well as Billebeino tracksuits worn by the Flyers, will be unique to the venue, aligning the fans’ experience with that of the players.
As part of the revamped merchandise strategy, the Wells Fargo Center will also feature two new stores on the main concourse. Threads, located on the 11th Street side, will highlight fashionable and contemporary items, while The Vault on the Broad Street side will specialize in vintage designs that celebrate the historical legacy of both teams.
Briones-Carlson remarked on the excitement of balancing old and new merchandise, recognizing the importance of appealing to both traditional fans and those seeking modern styles.