Sole Premise Secures College Football Playoff Partnership

ORLANDO, Fla. – January 16, 2026 – In a move that merges high-performance travel gear with the pinnacle of college athletics, premium bag brand Sole Premise has been named the Official Bag of the College Football Playoff (CFP). The announcement solidifies a partnership built on a shared ethos of excellence, preparation, and championship-level execution, positioning the brand at the forefront of one of sports' most-watched events.

This collaboration marks a significant milestone for Sole Premise, a company that has steadily built a loyal following among professional athletes and discerning travelers. The deal will see the introduction of officially licensed College Football Playoff bags, designed to meet the rigorous demands of players, coaches, and fans who journey to the sport's biggest stage.

From Founder's Frustration to the National Stage

The story of Sole Premise is a modern entrepreneurial tale, born not in a boardroom but from a common travel headache. Founder Anthony Fernandez, a frequent traveler and sneaker enthusiast, grew tired of the dilemma of packing his prized footwear and valuables. Fearing damage or loss when checking luggage, he often left his best items behind. This frustration sparked an idea: a single, stylish carry-on bag engineered to protect and organize everything a traveler needs, from multiple pairs of shoes to laptops and apparel.

Fernandez developed a revolutionary, patent-backed design that solved this problem. Sole Premise bags feature thoughtfully designed, separated compartments that can hold up to five pairs of sneakers, alongside sections for clothing and electronics, all while adhering to TSA carry-on size regulations. This focus on purpose-driven design, combining premium leather, reinforced hardware, and meticulous organization, quickly found its audience.

Before securing the CFP partnership, the brand had already become a quiet staple in the locker rooms of major professional sports leagues, including the NBA, MLB, NFL, and NHL. High-profile athletes like quarterback Shedeur Sanders and the NBA's Jalen Williams have been seen with the bags, validating their utility and style. This grassroots adoption by the world's elite performers laid the groundwork for a more formal entry into the collegiate sports arena.

"The College Football Playoff represents the pinnacle of preparation and performance," a spokesperson for Sole Premise stated in the official announcement. "Becoming the Official Bag of the Playoff is a milestone for our brand and a reflection of the standards we build into every product."

A Strategic Play in the College Sports Market

This partnership is more than a branding exercise; it's a calculated move into the lucrative and rapidly evolving sports accessories market. Industry analysis projects significant growth in the sector, with some reports estimating the market could reach nearly $125 billion by 2035. While giants like Nike and Adidas dominate the on-field apparel space, Sole Premise has carved out a distinct and valuable niche in premium travel accessories.

By aligning with the College Football Playoff, Sole Premise gains direct access to one of the most passionate and engaged fanbases in the world. The sponsorship elevates the brand's visibility from a trusted name among athletes to a recognized partner of a major cultural event. For the CFP, the partnership diversifies its merchandise offerings beyond traditional apparel and novelty items. It allows the organization to cater to a more sophisticated consumer who values quality, function, and style, reflecting a broader trend of premiumization across sports licensing.

The move also positions Sole Premise to capitalize on the shifting landscape of college sports. With increasing focus on athlete branding and the lifestyle surrounding the game, providing a high-end, functional product resonates with the modern demands of players and fans alike. The brand's existing distribution through its website and national retailer Hibbett Sports provides a solid foundation for the launch of the new CFP-licensed collection, with potential for further retail expansion as demand grows.

Redefining the Game Day Travel Experience

For the thousands of fans who travel across the country for bowl games and the National Championship, the journey is an integral part of the experience. This partnership taps directly into that reality. The modern fan's game day checklist often includes not just tickets and team colors, but also laptops for remote work, multiple outfits for various events, and personal items that require protection.

Sole Premise bags are engineered for precisely this type of movement. The brand's commitment to durability and organization addresses the practical needs of traveling for a multi-day championship event. The upcoming line of officially licensed CFP bags is expected to blend the brand's signature functionality with the iconic branding of the Playoff, offering fans a piece of memorabilia that is both a status symbol and a highly practical travel tool.

While many stadiums, including the site of the 2026 National Championship, enforce strict clear-bag policies for entry, the value of Sole Premise's products lies in the entire travel ecosystem. These bags are designed for the airport, the hotel, and the city streets—protecting a fan's gear throughout their trip. The partnership acknowledges that the fan experience begins long before kickoff and extends well beyond the stadium gates. It represents a sophisticated understanding of the convergence between sports, travel, and lifestyle, where the gear one carries is as much a part of their identity as the team they support.

This alignment signals a new era in sports merchandising, where functionality and luxury are no longer peripheral but central to the fan experience. As Sole Premise steps onto this national stage, it not only cements its status as a leader in premium travel design but also sets a new standard for how brands can meaningfully integrate into the fabric of major sporting events.