Jael Thorpe
Jael Thorpe is the founder and CEO of Gameday Social, a certified women-owned collegiate sports apparel brand. A lifelong entrepreneur, she spent over a decade running boutique stores in Brookings and Sioux Falls, South Dakota, before launching Gameday Social to serve female sports fans nationwide.
Jael Thorpe's Bio
Jael Thorpe is the founder and CEO of Gameday Social, a certified women-owned collegiate sports apparel brand based in Sioux Falls, South Dakota. She started her entrepreneurial career while still in college, launching a photography business after being fired from an early job.
That early drive led her to open J. Ella Boutique around 2010, later expanding to a second location in Sioux Falls, and also operating a restaurant before refocusing on apparel. Those years gave her direct retail experience and a clear sense of what female shoppers were missing.
The Gameday Social concept grew out of her boutique work and took off after SCHEELS agreed to carry her designs. Formally founded in 2021, the brand focuses on fashionable women's collegiate and game day apparel. It now sells through 1,000+ retailers nationwide and holds licenses with 75+ universities and professional teams.
In recent years, Thorpe has led the company through major growth milestones, including building a flagship headquarters in Sioux Falls and expanding distribution nationally. Off work, she is married to Brian and is a mom to three boys. She often points to faith, family, and innovation as the anchors of her leadership.
Career Timeline
2006 — Started photography business at Jael Photography
Launched a photography business while in college after an early job setback, focusing on weddings, senior portraits, and commercial work.
2010 — Opened J. Ella Boutique
Opened a specialty fashion boutique in Brookings/Sioux Falls, later expanding to a second location and building regional retail experience.
2015 — Expanded boutique operations at J. Ella Boutique
Grew multi-location retail operations and deepened expertise in inventory, buying, and customer preference.
2019 — Pivoted toward apparel after SCHEELS partnership at Gameday Social Apparel Co.
National retailer SCHEELS agreed to carry her clothing, prompting the shift from retail ownership to wholesale collegiate apparel.
2021 — Founded Gameday Social Apparel Co.
Formally launched the licensed collegiate apparel brand focused on women's game day fashion and elevated resort wear.
2024 — Expanded retail distribution nationally at Gameday Social Apparel Co.
Grew wholesale distribution to roughly 1,500 retailers and deepened university and professional team licensing.
2025 — Announced flagship HQ and continued growth at Gameday Social Apparel Co.
Began construction on a flagship headquarters in Sioux Falls while continuing to scale design, marketing, and operations.
