Jason Kelce Invested in Apparel Brand Homage

The former NFL star acquired a stake in the sports apparel company through his investment firm, Winnie Capital.

Updated on Sept. 26, 2026 in Business Strategy

Live Poll

Does an athlete's financial backing of a brand make you more likely to trust it?

Jason Kelce invested in the sports apparel brand Homage via his investment firm, Winnie Capital. The company, which focuses on nostalgia and sports history, is supported by high-profile investors including Ryan Reynolds and Kevin Durant.

Why it matters

The investment aligns with the brand's focus on sports heritage and represents another expansion of Kelce's business portfolio. By bringing in prominent backers, the firm aims to elevate Homage to a national household name.

Homage generated $50 million in revenue during 2024, supported by $16.4 million in total historical funding. The firm counts high-profile figures such as Ryan Reynolds and Kevin Durant among its investors.

The players

Jason Kelce

He is a retired professional football player who has increasingly focused on media and business development.

Homage

This sports apparel brand specializes in vintage designs and serves as a merchandising partner for major media properties.

Ryan Reynolds

He is an actor and entrepreneur who has established a significant footprint in the business sector through various brand investments.

Kevin Durant

He is a professional basketball player and an active venture capital investor through his firm, 35V.

Winnie Capital

This is an investment firm utilized by Jason Kelce to manage and facilitate his professional business interests.

The details

Kelce utilized his investment firm, Winnie Capital, to secure the stake in Homage, which serves as the official merchandising partner for his New Heights podcast. The collaboration leverages a shared affinity for sports nostalgia to drive brand visibility and growth.

Homage recorded $50 million in annual revenue throughout 2024.
Jason Kelce has pursued a variety of business ventures over recent years.

Market Landscape

This investment follows the broader industry trend of professional athletes moving into brand equity and private equity investment models. Such moves position companies like Homage to capitalize on the personal brands of their partners to compete in the crowded apparel market.

Consumers can expect continued product releases tied to the New Heights podcast as the partnership between Kelce and Homage deepens. No changes to retail pricing or service availability have been announced for the general public.

The takeaway

The move underscores the growing influence of podcast-linked merchandising in the retail apparel sector. Investors should watch how athlete-backed brands leverage their platforms to scale beyond niche sports markets.