Gameday Social
Gameday Social is a women-owned, South Dakota-based apparel company that designs premium licensed collegiate and lifestyle apparel exclusively for women.
The Story
Gameday Social was founded by Jael Thorpe, a longtime specialty fashion entrepreneur who previously owned women’s boutiques in Brookings and Sioux Falls, South Dakota. The brand began with graphic tees for South Dakota University after she saw a clear gap in fashionable women’s collegiate apparel.
Starting from a local concept, Gameday Social expanded to secure university licenses, onboard hundreds of retailers, and grow into a nationally recognized licensed collegiate apparel company while remaining women-owned and Midwest-based. The company designs apparel in South Dakota and manufactures responsibly overseas, with a focus on trend-forward styles for female fans.
Today Gameday Social is featured in around 1,000 retailers across North America, carries an expanding portfolio of university licenses, and continues to grow its team and retail presence from its South Dakota headquarters and distribution base.
Key Facts & Metrics
Company Timeline
2019 — First wholesale order and brand founding
Jael Thorpe turned her boutique gameday concept into Gameday Social after a last-minute meeting with SCHEELS led to the first wholesale order, establishing the women's collegiate apparel brand.
2020 — Covid pivot and first national retailer expansion
Shutdown disruptions forced a pivot into resort and summer assortment work, while the brand kept building its first national university licensing relationships beyond South Dakota State.
2021 — Midwest licensing expansion and team growth
The company added Iowa and Nebraska university licenses, onboarded 100 new retailers across the Midwest, and grew beyond the founder to its first dedicated employees.
2023 — Sioux Falls HQ and 1,000+ retailer milestone
Gameday Social opened its Sioux Falls headquarters, reached more than 1,000 retail partners, and broadened its licensing portfolio while adding warehouse capacity.