NE Ohio business partners capitalize on licensing deal with Joe Flacco (photos)

CLEVELAND, Ohio – Some people might have thought signing a 38-year-old quarterback was a longshot idea when their team was on the cusp of the playoffs. But Columbus-based Where I’m From, an apparel company with roots in Northeast Ohio, saw an opportunity, and they signed him, too.

The company is run by Ryan Napier, a self-described “lifelong Browns fan” who has season tickets and makes it to about half a dozen games a season, and his business partner Andrew VanderLind.

Because of how quickly Joe Flacco has become a favorite in Cleveland – his fourth NFL team – Napier and VanderLind had to work extremely fast to get the deal in place.

“This has definitely been my favorite one – the most challenging to put together, the most hectic, and the most fun to be a part of,” Napier said.

They have about 15 to 20 Flacco items, which include fleece, shirts and others with assorted designs and graphics like “Flacco Fan Since ‘23.” Flacco is the only current Browns player in their apparel roster, which has included Baker Mayfield, Joe Burrow, Collin Sexton and others.

Most of the time, those deals involve discussions that can last months and involve a long-term contract of a year or more, Napier said.

“Obviously,” he said, “we didn’t have that luxury with Joe Flacco.”

Sales are tied to the success of Flacco, who stormed into Cleveland and seamlessly fit in with teammates as he picked up a new offense. With the Browns, he has thrown for 13 touchdowns in five games. In all likelihood, Flacco will top 44,000 career passing yards when the Browns face the Houston Texans this Saturday in a Wild Card matchup.

“Despite how well things are going, we know there is a cap on the time, how long the runway is going to be,” Napier said. “It might end this weekend, or it might end in the middle of February.”

That means Napier and VanderLind have had to communicate, negotiate and allow “enough time to capitalize on this magical moment. It was a very heavy lift and a very big challenge, but very worthwhile.”

Northeast Ohio is a huge sales location, said Napier, who said other Flacco shirts exist through licensing deals through the NFL Players Association, but Where I’m From is the only company that has a deal directly with Flacco and his representatives.

“That’s what makes us different,” he said. “We are officially licensed with Joe. We collaborate and have been on Joe’s Instagram and Twitter. We run everything by them and obviously have a lot more leeway to do things with his likeness.”

The arrangement avoids cease-and-desist orders from a celebrity’s people to unlicensed sellers, so the business can be kept on track.

Where I’m From is closing in on a 10-year anniversary. Napier and VanderLind grew up in Canton and went to Ohio University. Both shared an entrepreneurial spirit.

“We were always kicking ideas off each other and seeing if there was ever an opportunity to do something together. One day we said, ‘Why not take the leap?’ “

The initial necessary capital was fairly limited for a localized-apparel company, he said. They got a website and checked out potential sales markets. The first year and a half saw slow but steady growth.

They started with kiosks, then expanded to seven full stores throughout the state. They carved out a large distribution footprint via retailer deals with Dick’s Sporting Goods, Rally House and DSW. Those collaborations have put Where I’m From in more than 600 stores across the country.

The Flacco items have been on the market for about 10 days, and the end is, well, no one knows.

“We’ll keep producing them as long as the demand is there,” Napier said. “It’s a little trickier than a lot of the other relationships. There’s not able to be as much planning or able to see what the long term looks like. We’re flying a little bit by the seat of our pants to see what the demand is and take it day by day.”

That means walking a tightrope of having the right amount of inventory – not enough means missed sales. Too much and a Browns loss means the company gets stuck.

But Napier is keeping a hopeful, optimistic outlook on the outcome of Saturday’s game. Maybe, just maybe, the ride extends to February, a time when Browns fans usually watch other teams play.

“Oh my gosh,” Napier said, “that would be an absolute dream come true.”

Sports betting is now legal in Ohio. Bets can be placed at sportsbooks, including DraftKings Ohio Sportsbook, BetMGM Ohio, Fan Duel Ohio, Barstool Ohio, Caesars Ohio, Bet365, PointsBet and Tipico.

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I am on cleveland.com’s life and culture team and cover food, beer, wine and sports-related topics. For my recent stories, here’s a directory on cleveland.com. Bill Wills of WTAM-1100 and I talk food and drink usually at 8:20 a.m. Thursdays. Twitter: @mbona30. My latest book, co-authored with Dan Murphy, is “Joe Thomas: Not Your Average Joe” by Gray & Co.

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