Merchandise brand DannijoPro has appointed Pat Geraghty as its new CEO to lead the company's next phase of growth. Established in 2024 by sisters Danielle and Jodie Snyder, the label has seen its sales quadruple over the last two years.
Why a former GuideWell leader is trading healthcare for streetwear
Pat Geraghty, the former president and CEO of GuideWell and Florida Blue, is stepping into a new role to oversee operations and scaling for DannijoPro. After nearly 15 years in the healthcare sector—a period where he helped grow annual revenue from $8 billion to $33 billion—Geraghty is shifting gears to enter the lifestyle market. He noted that while the move might look like retirement, he is simply moving into his next professional chapter.
The brand was founded by sisters Danielle and Jodie Snyder, who have maintained a creative division of labor between Florida and San Francisco. Jodie Snyder manages marketing, sales, and partnerships from Florida, while Danielle Snyder leads the design team on the West Coast. According to a report from WWD, Geraghty’s appointment is a strategic move intended to help the brand reach hundreds of millions of dollars in annual revenue.
The fivefold surge in sales during the NBA Finals
DannijoPro has experienced massive commercial momentum, with sales quadrupling over the past two years, according to Jodie Snyder. The brand has seen particular success in major US markets like New York, San Francisco, and Los Angeles, with Miami emerging as a significant new opportunity.
The brand's growth is heavily driven by its connection to major sports culture. For instance, sales at Madison Square Garden have risen 150 percent year-over-year. During the NBA semifinals, the company sold out of 800 satin bomber jackets priced at $395, and sales surged fivefold during the NBA Finals. The brand currently maintains a strong focus on NBA franchises including the Knicks, Warriors, Lakers, Celtics, and 76ers.
How 30% of first-year orders came through direct messages
Despite its rapid scaling, DannijoPro maintains a highly personal connection with its digital community. Approximately 30 percent of the company's business in its first year was driven by customization requests sent through direct messages. This high level of engagement highlights the brand's ability to blend internet culture with physical merchandise.
To protect this unique identity,the company is prioritizing its "brand DNA," which includes signature hand-stitched designs and one-of-one pieces. As the company scales, the challenge will be maintaining this artisanal feel while moving toward much larger commercial volumes.
Expanding from the NBA to the Laver Cup and Jaguars
While the brand's roots are in basketball, its roadmap includes a significant diversification of sports partnerships. Expansion plans are already underway to include tennis through the Laver Cup and an NFL license with the Jacksonville Jaguars. The company is also exploring opportunities in emerging soccer, volleyball, and flag football leagues.
To support this exansion, Geraghty is prioritizing domestic production in Florida and New Hampshire to shorten lead times. While the brand currently utilizes manufacturing in China, Vietnam, and Peru , the company is also considering additional facilities on the West Coast to better serve its growing market.
Will corporate scaling compromise the brand's hand-stitched DNA?
As DannijoPro enters a new era of professional management ,several questions remain regarding its operational transition. While Geraghty aims to scale the business, it is still unclear how the brand will balance high-volume production with the custom, one-of-one pieces that defined its first year. The industry is watching to see if a corporate executive can successfully navigate the tension between mass-market scaling and niche, creator-led intimacy.
Additionally, while the company is looking to increase domestic manufacturing, the full extent of its shift away from international production in China and Vietnam has not yet been detailed. Whether the brand can maintain its signature hand-stitched quality while pursuing hundreds of millions in revenue remains the ultimate test for the Snyder sisters and their new CEO.
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