Russell Wilson and Ciara officially expanded their youth apparel brand 3Brand into custom sports jerseys this month, announcing a new collection called “Kit Your Team” that is available exclusively on Amazon. The line covers football, soccer, baseball, and basketball, and allows families to fully customize jerseys for youth leagues, recreational teams, and school squads. To mark the launch, the couple shared an Instagram announcement featuring themselves and all four of their children — Future, Sienna, Win, and Amora — wearing matching jerseys from the new line.

“Youth sports means everything to our family and that’s why we’re launching our custom jerseys exclusively on Amazon,” Wilson wrote in the post. “From youth leagues to rec squads to school teams, design your kit and bring your team identity to life.”

The jersey launch is the latest expansion for 3Brand, which Wilson and Ciara co-founded in 2021 and have grown into a serious business. According to Forbes, the brand posted $100 million in sales in 2024 and had already surpassed $70 million in just the first half of 2025. Products are available in partnership with Nike and sold at major retailers including Dick’s Sporting Goods, JCPenney, Nordstrom Rack, and Macy’s, in addition to the new Amazon-exclusive jersey line. The brand has also seen early success in Japan and South Korea, with international expansion into Europe and Latin America on the horizon.

The announcement came just days before Wilson and Ciara attended the Fashion Scholarship Fund’s 89th annual gala in New York City on March 23, where the couple were among the evening’s honorees. Their children joined them on the red carpet, a move consistent with how the Wilsons have always operated — family is not kept separate from the work, it is the work.

3Brand’s origin story is worth knowing because it explains why this jersey line feels like an extension of something real rather than a celebrity side hustle. The brand was conceived the day before Ciara gave birth to their son Win, when Wilson watched their son Future tuck a football under his arm and run across the room. He sketched the brand’s logo on the spot. Named after his iconic No. 3 jersey number, 3Brand was built around the belief that children deserve quality athletic wear that meets them at the intersection of sport, music, and fashion — the three pillars the brand’s own website cites as its foundation. Wilson has described the growth of the company the way he describes his play on the field: “When life is hard, you create.”

Ciara is a co-founder in every real sense of the word. The Grammy-winning artist has been a visible and active part of the brand since its launch, modeling alongside the family, shaping its creative identity, and showing up as a business partner rather than a spokesperson. Watching her hold that alongside her music, her ministry, and motherhood is a reminder that purpose does not pick a lane — it finds a way to run all of them at once.

For families with children in youth sports, the Kit Your Team collection is a practical entry point into a brand that has already proven it can hold. The jerseys are customizable, the sports covered are the ones most likely on your family’s Saturday calendar, and the people behind the label are parents who have stood on the same sidelines. What God plants in a family becomes the thing that feeds others — and that is exactly what this looks like.