Founders Launched Catholic Sportswear Brand
Tom Cancelmo and Chris Murray introduced the faith-based apparel line Fans of the Kingdom in Philadelphia this summer.
Updated on Oct. 13, 2026 in Philanthropy
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This past summer, Philadelphia-based entrepreneurs Tom Cancelmo and Chris Murray launched the sportswear brand Fans of the Kingdom. The apparel line, which debuted at AbbeyFest, was created to help individuals represent their Catholic faith in their daily lives.
Why it matters
The brand aims to provide a way for individuals to express their religious identity through clothing while generating financial support for the organization Paradisus Dei. The founders intend for their products to serve as a bridge between faith and everyday fashion.
The organization Paradisus Dei is active in approximately 1,100 parishes across the United States. The new sportswear line features a logo depicting a crown of thorns and offers apparel in navy, white, and Kelly green.
The players
Tom Cancelmo
He is a co-founder of the sportswear brand Fans of the Kingdom and an operator of BTC Marketing.
Chris Murray
He is a co-founder of the sportswear brand Fans of the Kingdom and an operator of BTC Marketing.
Paradisus Dei
This organization operates in roughly 1,100 parishes across the country and is the recipient of portions of the brand's proceeds.
The details
Utilizing their marketing firm, BTC Marketing, the founders handled the brand's logo development, messaging, and design. The current product range includes hoodies, hats, t-shirts, and quarter-zips, with future plans to expand into women's apparel and lines featuring specific religious messages.
Timeline
The brand Fans of the Kingdom launched during the summer of 2026.
This report was published on October 13, 2026.
Market Landscape
The launch of Fans of the Kingdom reflects a growing trend of faith-based lifestyle branding within the broader retail sector. By targeting specific religious communities, the brand positions itself against mainstream competitors by focusing on values-based consumer loyalty.
Customers interested in the new sportswear line can currently choose from a limited selection of apparel items in three specific colors. Future product expansions will include more options for women and items featuring new religious messaging.
The takeaway
The founders utilize their own marketing expertise to engage directly with Catholic audiences at religious festivals and events. Interested supporters can look for upcoming expansions to the collection that will introduce new messaging and expanded apparel options.
Further reading
Learn more about the latest charitable initiatives in the Philanthropy sector.
Source note: This article includes information reported by CatholicPhilly.
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Would you wear apparel featuring religious symbols to represent your faith in your daily life?
