A few years back, Christine Mina initiated discussions aimed at enhancing the in-house merchandising at the Wells Fargo Center, providing a unique selection for the arena.
As the current season unfolds for the Flyers and Sixers, familiar merchandise such as jerseys, hats, and league-designed shirts and hoodies will still be available at the team stores and merchandise stands. However, fans can now look forward to a broader range of choices, featuring new items that blend sleek lifestyle looks with nostalgic team favorites.
Mina, the Senior VP of Marketing at the Wells Fargo Center, expressed optimism during a recent arena preview event, stating that by focusing on creating exclusive team designs, they hope to better serve fans in innovative ways. “You’ll see a lot more lifestyle options,” she noted. “There’s a greater selection for women and children, alongside classic jerseys and T-shirts that fans love on game days. We’re also introducing trendy, fashion-forward ways for fans to showcase their support in their daily lives.”
To spearhead this initiative, Adrienne Briones-Carlson joined the Wells Fargo Center as Vice President of Retail in the summer of 2023, bringing over two decades of experience from leading brands such as Lululemon and Banana Republic. The development of the new merchandise began shortly after her arrival.
The team collaborated with various brands to create unique offerings for the Flyers and Sixers. This includes partnerships with women’s hockey clothing brand Line Change, Travis Matthew, Sport Design Sweden, Pro Standard, ’47 Brand, and Philadelphia’s own Mitchell and Ness. Former Flyer Ville Leino’s fashion label, Billebeino, also contributed and has gained popularity among current Flyers players.
The aim was to maintain each team’s identity while introducing items that aren’t dominated by the typical team colors. “It’s about expanding your expression and creativity,” Mina explained. “Sometimes, you don’t want to wear a bright orange sweatshirt to work. You might prefer a more subdued color like gray or beige but still want to show your team spirit.”
Briones-Carlson emphasized the focus on exclusivity, indicating that many new items will only be available at the Wells Fargo Center. For instance, merchandise from ’47 Brand and Mitchell and Ness can exclusively be found at the arena, including Billebeino tracksuits worn by the Flyers in their recent games. “We want to make sure fans have access to what the players wear off the ice,” she said.
In addition to the new product lines, the Wells Fargo Center will be launching two new stores on the main concourse. Threads will be located on the 11th Street side, featuring fashion-forward items, while The Vault on the Broad Street side will serve as a specialty shop offering vintage designs celebrating the histories of the Sixers and Flyers.
Briones-Carlson commented on the balance between appealing to both old and new fans, stating, “We’re mindful of both. It’s where we get to have a little fun.”