NEWS RELEASE - SPURS SPORTS & ENTERTAINMENT
SPURS SPORTS & ENTERTAINMENT ANNOUNCES PRIVATE LABEL MERCHANDISE BRAND ‘BEXAR GOODS’
New Brand Introduces Global Audience to San Antonio Style
SAN ANTONIO (Sept. 25, 2025) – Spurs Sports & Entertainment today announced the launch of their new private label merchandise brand, Bexar Goods, which evolved from the former San Antonio brand of the same name. Apparel items are available now at SpursFanShop.com/BexarGoods and at both Spurs fan shop locations, with additional pieces set to drop shortly after season tipoff.
Throughout their 14 years of operating independently, the original Bexar Goods collaborated on five premium collections with the Spurs as the team’s longest retail collaborator, cementing their shared commitment to San Antonio culture. The founders closed out the business in order to pursue additional opportunities, and enter this new chapter with the Spurs, allowing growth into an alternative extension of the Spurs brand that elevates hyperlocal style on a national scale to appeal to basketball and non-basketball fans alike. This marks the first time an NBA team has ever converted an existing brand into a team-affiliated private label, keeping the core DNA of the original brand intact with Bexar Goods founders Falcon Rubio-Schoenfelt, Guy Rubio and Christian Craft staying on in a consultant capacity.
“Bringing Bexar Goods into the Spurs family feels like being welcomed home,” said Falcon Rubio-Schoenfelt, co-founder of the original Bexar Goods. “The Spurs have been a big part of our lives and San Antonio’s culture. Our community made this possible, and we’re grateful to have you with us on this next journey.”
“When we learned Bexar Goods was closing its doors and saw the outpouring of support from the San Antonio community, mirroring our own sentiments about the brand, we couldn’t pass up the opportunity to work with Falcon, Christian and Guy to ensure it lived on,” said Andre Moyce, Associate Director of Retail Strategy. “We’re excited to partner with them and proud to play a role in keeping such a beloved and iconic brand rooted in Bexar County, where it belongs, while sharing our culture with the rest of the world in a way that’s truly ‘puro San Antonio.’”
The initial products, available now, include apparel items representative of the new brand’s identity, combining the Spurs and Bexar Goods marks. Leather goods will become available closer to the Spurs 2025-26 season tipoff. With this launch, Spurs Sports & Entertainment is now one of 14 NBA organizations with in-house private label brands, allowing the team to expand deeper into the fashion sphere and offer unique designs that help familiarize a global audience with local San Antonio culture and style. All future Spurs retail collaborations will be housed, under license, within the Bexar Goods label. Select retailers will be given the opportunity to carry Bexar Goods in-store, with more information to come soon. To learn more about the new brand, visit @BexarGoods on Instagram or go to SpursFanShop.com/BexarGoods.
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