How DannijoPro Turned Sports Merchandise into High-Fashion Fanwear

In 2021, Danielle Snyder Shorenstein relocated from New York City to San Francisco. At her first Golden State Warriors game with her husband, she realized the available merchandise didn’t align with her fashion sensibilities. ‘I identify as a New Yorker,’ she says. Having co-founded the fashion and jewelry brand Dannijo with her sister, Jodie Snyder Morel, in 2008, Shorenstein found the typical sports apparel unwearable.

Over the season, she began customizing fanwear—cutting jerseys, adding crochet collars, and embellishing with crystals. Her unique style caught attention immediately. Players’ wives and girlfriends messaged her on social media, and strangers in arena bathrooms asked, ‘Where did you get that?’

From left: Danielle Snyder Shorenstein and Jodie Snyder Morel [Photo: courtesy DannijoPro]

This experience sparked an idea.

‘Sport is huge. I used to think about sports like, slap a logo on a product and show off your team. But I thought, I’m going to make this chic. That was the aha moment. That was the unlock.’

Shorenstein and her sister, based in Jacksonville, Florida, launched DannijoPro, a fanwear brand merging fashion and sports fandom. The venture innovates at the intersection of two mature industries that rarely collaborate. Nearly two years later, the brand offers a full line of fan gear, including:

• Understated button-downs with subtle, offset team logos
• Bespoke vintage gear featuring hand-sewn details
• Crocheted collars and rhinestone embellishments
• High-end 1/won line using vintage fan gear for custom pieces

Priced between $85 and $495, DannijoPro’s items are sold on the company’s website, at pop-up shops, and at events. Starting in late April, the brand will launch on Revolve, a leading online fashion retailer.

Growth has been rapid. The brand grows 120% year over year, with 40% of sales coming from social media direct messages. Word-of-mouth buzz has been amplified by high-profile wearers like Brooke Shields, Ayesha and Stephen Curry, Selena Gomez, and Benny Blanco. The brand has also secured a licensing agreement with the NBA.

Fashion Meets Sports Licensing

The founders’ journey with DannijoPro differs vastly from their first fashion venture.

‘The lay of the land in sports licensing is complicated. There is no road map. Every league operates differently, and every team is different. The distribution is complicated. It’s layered and nuanced. Relationships really matter. But there’s a lot of opportunity to be entrepreneurial. We are creating our own path within the