After Gabe Cooper and Sean Starner founded Noggin Boss in 2019, they predicted the company’s oversized hats would be a hit among customers.
But the co-founders were unaware of just how much attention the hats would receive from celebrities and professional athletes.
“It’s really cool to see all of the organic viral-ness that has happened with athletes, celebrities and musicians,” Cooper told the Business Journal.
Since appearing on season 13 of ABC’s "Shark Tank" and landing a $50,000 investment deal with Daymond John for a 30% stake in Noggin Boss in 2022, the company's products went viral, beginning in November with a post-game photo that circulated online of Washington Commanders running back Brian Robinson Jr. wearing one of its enormous hats.
From there, the company’s hats were also spotted on Buffalo Bills quarterback Josh Allen, ESPN’s Scott Van Pelt and University of Georgia football players following their SEC championship win in December.
Explosive growth from social media, TV exposure
"Shark Tank" elevated exposure of the company and it experienced three years of growth in a matter of months, Cooper added.
“The growth we’ve had is not typical by any means,” he said. “Any time you get any opportunity to appear on a show like 'Shark Tank,' it gives you a lot of momentum and you have to learn how to scale your business quickly.”
Noggin Boss has been “working around the clock” to keep up with demand for its products as dozens of sports teams, businesses and nonprofits have reached out to the company requesting hats, Cooper said.
“We’ve been selling direct to teams or leagues who have used (the hats) for promotional purposes,” Cooper said. “It’s fun to see."
Cooper pointed out that Noggin Boss ensures it doesn’t violate trademarks or licenses and hats are sent to customers blank without third-party logos, unless orders come from a team or organization that holds the rights to images.
The company has licensing agreements with four colleges, including Arizona State University and Grand Canyon University, and is potentially inking a deal with the University of Arizona, he said.
"We’ve got approval for our first batch of collegiate licenses and we’ll keep adding as we get more and more partners,” he said.
The company is aiming to gain licensing approval with the NFL with the goal of other professional leagues to follow, Cooper said.
“The initial strategy was to go after the collegiate market, and now with the exposure and demand from teams, it has kind of leapfrogged where fans and players with the NFL are demanding it," Cooper said.
Noggin Boss is also seeing an uptick in orders from nonprofits and businesses.
“Napa Auto Parts has gone international with them,” Cooper said of the Noggin Boss hats. “It started with one hat and they are seeing the value of how the hats create extra exposure and help them promote their business.”
NFL Players Association Pitch Day
Noggin Boss is based out of Grand Canyon University’s business accelerator, Canyon Venture Center, where it employs 20 students. The company has not yet raised outside funding aside from its Shark Tank deal.
“Right now, we’re open to various funding opportunities to scale the way we need to,” Cooper said. “We are looking to partner with the right people to help us get Noggin Boss to the masses.”
Noggin Boss is participating in the NFL Players Association’s Pitch Day on Feb. 8 in Phoenix. It will be among five other early-stage companies that will pitch products to athletes and investors for potential funding, mentorship, and player marketing and licensing rights.
“We are grateful the NFL Players Association has reached out to us and wants us to be a part of an event that showcases things that can be beneficial for their athletes to support,” Cooper said.
