Gameday Couture makes style you can dress up or down
Shawnna Latham-Feddersen's company offers casual clothing for the game-going gal.
Shawnna Latham-Feddersen is the founder of Gameday Couture. Here, her team styles a product photo shoot — one component of the business — on Skelly Field at the University of Tulsa. Gameday Couture’s licensed products include TU and Oklahoma State University.
A native Tulsan has scored a touchdown with her business. Gameday Couture LLC is a manufacturer and distributor of boutique and licensed women’s apparel with an e-commerce and private label division headquartered in Jenks.
Incorporated in 2010, Gameday Couture was first idealized after CEO Shawnna Latham-Feddersen and her husband, Gameday Couture President Kurt Feddersen, attended many Oklahoma State University football games.
Not interested in wearing a dress and boots to the game like some of her peers, Shawna Latham-Feddersen wanted something she could dress up or down — casual clothing for the game-going gal.
Feddersen test-marketed some of her T-shirt and top designs with licensing from OSU, the University of Tulsa and the University of Oklahoma. As Gameday Couture took off, she and Kurt traveled to Atlanta for a trade show, but attendance was low due to area flooding. That’s when she saw an ad on the local news for ABC’s “Shark Tank.”
The Feddersens stood in the rain and awaited a chance to pitch their business to a blank-faced judge. Afterward, they assumed they had wasted their time and left Atlanta discouraged.
But they received a call and, after a round of auditions, eventually made it onto the live show, where Gameday Couture gained financial backing from businessman Mark Cuban.
“It opened a few doors, but luckily, we had already seen so much growth that we have been really fortunate to not necessarily need his help so far,” Feddersen says. “He’s there if we need him and he’s excellent. He gives great advice, and he lets us run our business how we like.”
Feddersen was nominated for the 2019 Entrepreneur of the Year Award this past June by Ernst and Young. She competed alongside other well-known regional business owners such as Michael Browning of Urban Air Adventure Parks and Spencer and Jeff Jan, co-founders of Solo Stove.
Although she didn’t win, Feddersen says, “I was completely honored and grateful to be considered among such amazing and talented innovators in business. I was very humbled to be in that mix.”