This week, the United Football League (UFL) officially launched their new shop. With Mike Repole and Impact Capital at the helm, this revised and updated shop has been teased for months now – and is finally live.
Fans can now purchase basic gear for their favorite UFL teams. This primarily includes t-shirts, hoodies, crewnecks – alongside more unique pieces such as slides, and even bathrobes.
Now, the UFL Shop did open up to mixed responses, with many that were negative. Not every item is available for each team, with franchises like the Houston Gamblers featuring less purchasing options compared to others, such as the Columbus Aviators for example.
Additionally, prices are high, something the league has struggled to figure out the last couple of years. Want to own a UFL-branded robe? That’ll cost you $100. Crewnecks are a steep $75.00, while the slides vary between $60-65.
The launch itself did feel a bit rushed and thrown together, despite the long wait. James Baker, an independent UFL content creator, called out the platform for using poorly generated AI-images to advertise the new gear, some of which wasn’t even available yet.
The new #UFL shop may a very limited selection and not the best prices, fine. It’s the first day it launched.
But could you seriously not put 3 people in a t-shirt and taken a photo? Did you really have to resort to AI?
The league logo isn’t even right and they’re on different… pic.twitter.com/xkcwd9BgsG
— James Baker (@JamesBakerUFL) November 20, 2025
Baker’s viral tweet earned himself a reply from the man himself, Mike Repole:
“Come on James, I’ve been buried in new markets, new venues, ops, coaches, players, marketing, uniforms, fans , all of it. So yes, I’ll own the fact that you’re not happy with the three male AI models. Next year, I’ll put you in charge and you can interview every AI male models and pick your top three.”
The good news, though – this is not the final version of the shop. There will be new items added to the store weekly, as the United Football League continues to roll out gear and apparel.
We are told that the UFL is aware of the steep price points, and adjustments should be on the way. Hopefully, this means that we will see more affordable options in the near future.
To purchase the newest UFL gear, visit shop.theufl.com.
What are your thoughts on the new UFL shop? Will you be purchasing any gear? Let us know down in the comments below, or join the conversation on Discord!
