A new era in Rams football is upon us, as the team plans to sell its iconic white towels in the coming weeks, a league source told the St. Louis Post-Dispatch.
The Rams sold more than 100,000 white football towels to fans during the 2016 season.
But in recent years, the team has seen its popularity drop off as fans increasingly want to avoid having to wear white in their homes.
The team announced in September it would sell its white towels to retail stores starting in 2019.
The sale of white towels is the first of its kind for the team.
“We’re not the only team in the NFL that is looking to expand our customer base.
The Rams have done it,” said John Schaeffer, chief executive officer of the Rams.
“We know that we can be an impactful part of the community.”
The team plans on selling its white football towel collection in the next two to three months.
Schaefer said he believes the sales will be “over the top” compared to other teams.
“It’s going to be a very high-end item,” he said.
“There’s nothing to be ashamed of, it’s a very nice product.
It’s a great way to help people feel comfortable.
We think it’s going a long way to make a difference.”
While the Rams have never used white towels, they have been known to use other white towels from other teams and retailers.
Schauffer said the team will also use white towels that have been used by other teams to show off the team’s uniform.
“There will be a few white towels with other teams,” he added.
“But that will be very rare.”
The sale is expected to generate about $100,000 for the Rams, which will be in the business of selling the jerseys of other teams for the next three to five years.
Schaedffer said he expects the sales to be profitable.
The team will sell the towels at its new headquarters, the Rams Center, which is slated to open this summer.
The NFL did not immediately respond to a request for comment on the Rams plan.