Pitch Introduction
Coordinates Shark Tank appearance showcased a unique family matching pajama brand that caught the attention of the sharks. Olympic gold medalist Sanya Richards-Ross and NFL champion Aaron Ross entered the tank seeking $100,000 for 10% equity in their lifestyle apparel company. The couple presented their vision of transforming family moments into lasting memories through coordinated loungewear that celebrates togetherness and style.
Business Overview
Product/Service: Coordinates offers high-quality matching family pajamas and loungewear sets designed to bring families together through coordinated style. Their product line includes Christmas-themed collections and exclusive licensed Team USA Olympic wear.
Problem It Solves: The founders identified a gap in the market for stylish, fashionable family matching sleepwear that goes beyond ordinary options. Many families struggle to find coordinated outfits that are both fun and fashionable for holidays and special occasions.
Target Market: Coordinates targets families looking to create memorable moments together, particularly during holiday seasons. Their primary customers are parents who want to coordinate their family’s appearance for Christmas and special events while maintaining style and comfort.
Unique Selling Proposition (USP): What sets Coordinates apart is the combination of athletic credibility from Olympic and NFL champions, exclusive licensing agreements (Team USA through 2028), and their focus on transforming everyday family moments into lasting memories. Their “cool Christmas” concept brings swag to Santa while maintaining family tradition.
| Company Details | Information |
|---|---|
| Company Name | Coordinates |
| Industry | Fashion/Beauty – Lifestyle Apparel |
| Founders | Sanya Richards-Ross & Aaron Ross |
| Product Type | Family Matching Pajamas & Loungewear |
| Sales Channel | Online Direct-to-Consumer |
| Key Partnerships | Team USA (Olympic Licensing) |
About Founder’s
The founding team behind Coordinates represents an extraordinary combination of athletic excellence and entrepreneurial spirit. Sanya Richards-Ross is a four-time Olympic gold medalist in track and field, holding the American record in the 400 meters with a time of 48.7 seconds. Her journey began in Kingston, Jamaica, where track and field is the most popular sport. Aaron Ross, her husband, is a two-time Super Bowl champion who played defensive back for the New York Giants after a successful college career at the University of Texas where he won both a national championship and the Jim Thorpe award.
- Sanya Richards-Ross – 4x Olympic Gold Medalist in Track and Field
- Aaron Ross – 2x Super Bowl Champion NFL Player (New York Giants)
- Met during college at University of Texas
- Founded Coordinates in 2023 as lifestyle apparel brand
Shark’s and Founder’s QnA
Sharks, as athletes with our own unique style swag and flare we always knew when you look good you play good so if we wanted to continue winning as a family we needed to coordinate so we created coordinates a pajama and loungewear company that elevates everyday moments into lasting memories and as a dad I love when my family coordinates cuz everybody knows that’s my crew and we want you to be proud to show up with your crew too especially at the Most Wonderful Time of the Year Christmas now sharks we know you see it but our Christmas collection puts the cool in Christmas by bringing a swag to Santa and coordinates isn’t just about the holidays we’ve done some really cool collaborations too with the Olympics coming back to the us our Team USA collection will have you beaming with pride so sharks who’s ready to coordinate with us and join our movement of matching.
We’re here seeking $100,000 for 10% of our company.
Robert Herjavec: So this is actually I just felt it a little bit very very nice quality thank you and this is how you’re selling it and the concept is for the family to match or yes I love coordinating my family since I’ve met him in college.
Yes, we’ve been always in and so for me wait wait wait since freshman year you would walk around campus matching I just always feel like it’s a really nice experience when people know that we’re together you had to get killed I can see you going to practice at first what you doing man what you doing I used to fight would fight with it every time no why he did it because he’d be the first one to be like let me see the pictures like he L especially when the family came about and so for us it’s more about helping families create you know memorable moments.
Robert Herjavec: How do I order this is this an all online yeah so right now we’re currently all online we launched with our Christmas collection last year and we sold out right away like you said people love the Christmas collection so they went online and bought it what are your sales 25,000 in one month one this is our second collection which was the USA set and we had it for 3 months and U we made 55,000 this year this year this year what do they cost what you’re wearing what do you sell that for this is a set and it’s 89 what does it cost you cost you to make $27 price at all and that’s going to go down as our quantity goes up Sonia how did you get the license for the Olympics.
We knew we didn’t want it to be a seasonal collection right we didn’t want to just focus on Christmas I called up the CEO of USA Chen field he put me in touch with the usoc and I Charmed him like we’re doing today and are you exclusive we’re the exclusive pajama and lounger partners of Team USA through 28 through 28.
Robert Herjavec: I’m not clear what is the brand like when I invested in tips’s yeah it was just ugly cryistal sweaters but the brand was fun yes so we’ve been able to take super fun cool into pajamas into ski wear when I see this what do you want me to think I want you to think about creating lasting memories with your families coordinat is a tough name right because it can mean a thousand things I think to Robert’s point with tips you know this kind of fun okay like with yoyoyo like you can get that trademark yo Yoo well with when I think of coordin is coordinating your family so a lot of times you’re coordinating events but you have to always explain that though right you never want to have to explain your name to make sure it connects to people but if you if it was like yo yoyo loungewear clothing or family wear or whatever we here yeah so look I’m really impressed we’ve never never had this much gold hardware and Hardware on the carpet beforehand again that’s why we do these videos hey Mark gave him some gold advice the coordinates I actually just looked it up or just tried to look up coordinates on the test database it doesn’t appear that they have a trademark for it which is a good thing because as Mark pointed out I love yoyoyo way better than uh cordinates similar to The Tipsy thing where it’s like okay this is kind of fun Christmas Eve I didn’t realize that they’re doing of millions of dollars a year just on Christmas sweaters and things like that so that’s go to show you that even if it now obviously they’re trying to come into that space so it’s going to be some type of a competition there but the market is there especially Christmas time here in America man we we buy ton of things uh maybe some Justified maybe some not so Justified it seems like at least this they’re creating memories which is different from seems like what tips is doing I was kind of on their website looking and they have more of the the sweaters and they have some pajamas or whatnot but they’re kind of single items as opposed to this whole family thing so again they may have something Sonia uh to the extent that you guys see this hit me up I’m an attorney I can get that yo yo yo a trademark for this and I would definitely look to uh to do that I think that from a brand standpoint that’s it that’s it right there so let me know what you guys think in the comments do you think yo yo yo is it because I I thought that advice Mark hey we on the same page with that I think that is golden I think that is golden so good advice from Mark man look at mark KN something little about the the trademark let’s get back to it and see what uh Mr wonderf is going to say here let’s go crazy thank you congrats but this is not my space.
However there are a couple of sharks here that have gone down this journey multiple times not not a deal for me thank you very much.
Daymond John: I wonder you guys I’m kind of in this the same boat right I’m just not the clothing guy even though I am a fashion icon right for those Reasons I’m out thank you first of all so impressed with both of you but I don’t really know the clothing business and you know Robert and Damon that’s their thing on this one it’s better if I go out thank you thank you Lor thank you so you’ve only tapped into just a small amount of your IP value who you both are it’s worth millions of dollars millions of dollars this is an insult the the money that we would give you for this uh all due respect to this business it’s just too early for me and I think there’s way more value the other side so I’m out s thank you sonar your story it’s authentic creating an authentic brand is super hard the one thing you didn’t talk about I’m putting my glasses on because I’m old is I wanted to see we have to tell them this yeah can we can we tell you about that Sonia yeah I’m reading this yes resilience Focus hard work dedication courage excellent why is that not the brand you are winners this is so motivating my husband always say that’s a good point that is the brand see you’re confusing me why is Liv the dream not the name yeah right well I mean that’s listen we spent 30 years dedicated to sports and we became the best at it right so we are now learning business um and we truly do want to be great and so we know if we partner with somebody with our Drive our dedication and hard work we know we can be great but we’re just figuring it out as we go SEL why are you so emotional about she’s passionate um the one thing about my wife I mean she’s she wears a heart on her sleeve and she’s a grinder she’s a go-getter I’m not saying it’s just because it’s my wife but anybody that you want to do business with or just have on your team is her I know for every husband um you want to get a partner that’s going to pull greatness out of you and she’s pulled greatness out of me so anything she she put she puts her mind to I know she’s going to achieve it it’s also really important to us too because as athletes I think when you start making all this money A lot of times you don’t have a lot of guidance around you and a lot of people took advantage of us at the beginning of our career financially and so now I feel like we can do something that’s Legacy building for our children so I’m really motivated by doing this for my family and I feel like this is an opportunity to really rebuild and be able to pass on something to our children and for us it’s not about the money it’s about the Rel relationship the mentorship yeah Aon is it is about the money look never sell yourself short you guys have cheat something nobody up here would ever achieve thank you I think the brand is just so confusing to me but I’m I’m torn too action like this maybe get interesting last chance for a deal for their matching sleepware company coordinates you guys have cheat something nobody up here would ever achieve thank you I think the brand is just so confusing to me but I’m I’m torn like half of me is like together figure it out together I love the words we’ll figure it out together Robert we’ll figure it out together but the other half of me is like you did 25,000 sales last year you did yeah but we but we did a really small run we did a really small run both times because we just wanted to test the market so especially the Team USA stuff coming up I mean we know we’re going to kill it are you open to ch some of the branding like yes yes 100% we’re very coachable we want to build a successful business and we want it to be authentic to who we are I’m very good at this I’ll give you the 100,000 for 25% it’s super early to me you’re almost like a startup I’m investing in you yes that and I know the work and I’ll work with you on it.
100, 25% would you do 100,000 for 20% yeah I’ll do that look at you DJ hey you know with all due respect to my friend Damon he’s a great guy I am living this space right now I’ve lived this space in 16 years well I’ll say this um I appreciate you staying with us the whole time you know I’m bring and getting to this point I love Damon but would you do it for 20% all right I’ll do it for 20% man good for them.
Key Stats & Financials
The financial performance and investment details of Coordinates reveal a startup with significant growth potential and strong early market validation. The couple demonstrated their business acumen by presenting clear revenue figures from their initial product launches.
- Sales: Current revenue figures at time of pitch – $25,000 in one month for Christmas collection, $55,000 for Team USA collection over 3 months
- Margins: Profit margins and cost structure – $27 cost to produce, $89 retail price
- Valuation: What the entrepreneur valued their company at – $1,000,000 (10% equity for $100,000)
- Investment Request: Amount sought and equity offered – $100,000 for 10% equity
- Use of Funds: How the entrepreneur planned to use the investment – Scale production and launch Team USA collection
| Financial Metric | Amount |
|---|---|
| Original Ask Amount | $100,000 |
| Original Offered Equity | 10% |
| Valuation Requested | $1,000,000 |
| Deal Amount Secured | $100,000 |
| Deal Equity Given | 20% |
| Final Valuation | $500,000 |
Business Potential and TAM
The business potential for Coordinates is substantial, particularly given their unique positioning in the family matching apparel market. With exclusive licensing rights to create Team USA Olympic loungewear through 2028, they have secured a competitive advantage that extends well beyond seasonal offerings. The total addressable market for family apparel and holiday-themed merchandise in the United States is enormous, with millions of families seeking ways to create memorable experiences together.
- Coordinates targets families during peak spending periods like Christmas and Olympics
- Exclusive Team USA licensing provides unique market positioning until 2028
- Seasonal product model with high-margin potential during key periods
- Brand extension opportunities into pets and other family members
Ideal Target Audience & Demographics
| Demographic | Details |
|---|---|
| Primary Age Group | 25-55 years old |
| Income Level | Middle to upper-middle class ($50K-$150K) |
| Family Status | Families with children |
| Geographic Focus | Primarily US market |
| Psychographics | Value family traditions, coordinated appearances, holiday celebrations |
Marketing and Distribution Strategy
Coordinates employs a direct-to-consumer online distribution model with strategic seasonal marketing campaigns. Their strategy leverages the founders’ athletic credentials and exclusive licensing agreements to create buzz and drive sales during peak periods. The marketing approach focuses on family values, memorable moments, and coordinated experiences that resonate with their target demographic.
- Online direct-to-consumer sales through company website
- Seasonal marketing campaigns aligned with Christmas and Olympics
- Leverage founders’ athletic credentials for brand credibility
- Exclusive Team USA partnership for unique product differentiation
Coordinates Deal Outcome
The Coordinates pitch resulted in a successful deal with Robert Herjavec, marking a significant milestone for the athletic couple’s entrepreneurial journey. After initial interest from multiple sharks, the negotiation process involved counteroffers and strategic discussions about valuation and equity.
| Shark | Outcome |
|---|---|
| Robert Herjavec | Accepted – $100,000 for 20% equity |
| Daymond John | $100,000 for 20% equity offer (declined) |
| Mark Cuban | No offer – not clothing space |
| Kevin O’Leary | No offer – too early stage |
| Lori Greiner | No offer – not clothing expertise |
Coordinates Post-Show Update
Following their successful Shark Tank appearance, Coordinates experienced significant growth and expansion of their product line. The company capitalized on their television exposure by expanding beyond family matching pajamas to include themed options for pets, recognizing the growing market for coordinated family experiences that include beloved animals. The episode aired during the holiday season, resulting in immediate sell-out of their Christmas collection. The company actively promotes their Team USA collection while running holiday promotions to maintain momentum. Their continued success demonstrates the effectiveness of their business model and the value of the investment from Robert Herjavec.
Business Analysis & Lessons
The Coordinates pitch provides several valuable business lessons for entrepreneurs, particularly those transitioning from athletic careers to business ventures. Their success demonstrates the importance of leveraging personal brand equity, securing strategic partnerships, and understanding market timing. The negotiation process highlighted the value of being coachable and open to feedback, especially when sharks offer suggestions for brand improvement.
Their approach to market entry with limited initial inventory to test demand proved effective, allowing them to validate their concept without significant upfront investment. The exclusive licensing agreement with Team USA showcases the importance of differentiating a product in a crowded market, while their focus on creating memorable family experiences addresses a genuine emotional need for consumers.
- Leverage personal brand and credibility for business advantage
- Secure exclusive partnerships for competitive differentiation
- Test market demand with limited inventory before scaling
- Be open to branding feedback and willing to make changes
Pitch Conclusion
Coordinates’ Shark Tank appearance represents a successful transition from athletic excellence to entrepreneurial success. The combination of Olympic and NFL credentials, exclusive licensing agreements, and a compelling product concept resonated with investors and consumers alike. Their journey demonstrates that personal branding, when authentically leveraged, can create significant business value. The $100,000 investment from Robert Herjavec for 20% equity provides the capital needed to scale production and expand their market reach during key seasonal periods. What lessons can you apply from the Coordinates pitch to your own business ventures?