Lombardi Breaks is a family-owned, livestream-based TikTok shop that sells autographed sports memorabilia and holds occasional special merchandise giveaways. With three livestreams operating seven days a week across morning and night shifts, Lombardi Breaks quickly rose in the rankings to No. 83 among the top 100 livestream TikTok shops on the entire platform.
From past events at WWE World in Las Vegas to sponsored events with Nick Foles, Kayshaun Bouttee, and Mark Andrews, the once-struggling store has reached levels of success the family never imagined. Recently, the family’s tireless efforts and genuine passion for sports were rewarded when TikTok selected Lombardi Breaks as one of only three shops to participate in Fanatics Fest, a massive sports festival attended by more than 200,000 fans. Read on to delve into the championship story of these unlikely underdogs.
Lombardi Breaks began, as many independent businesses do, as a “side job” to help support the Landry family’s children as they navigated college.
More specifically, after Tyler Landry bought some sports memorabilia through TikTok Shop, he explained the process of buying and selling sports merchandise to his father, Dustin Landry, who found the entire procedure quite interesting. After discussing it, the duo decided to create their channel, Lombardi Breaks, while attending a Packers playoff game in Dallas, Texas, in 2024.
The shop was aptly named after one of the most famous coaches in sports history, Vince Lombardi, who coached the Green Bay Packers during the 1960s and led them to five NFL championships, including three consecutive titles, over seven years.
This honorable dedication to a sports legend provided the spark of inspiration needed to carry their shop from a “side job” selling autographed jerseys to a full-fledged family business that shows no signs of slowing down.
Lombardi Breaks’ recent contract with Fanatics, one of the only licensed companies contracted with the NFL, allows the shop to sell regular merchandise as well as Underwraps, highly popular blind boxes of autographed merchandise categorized by team.
The most popular items from Lombardi Breaks are autographed football helmets, with the shop boasting an impressive selection representing basically every team across the nation. Helmets aren’t all they offer, however, as each of their three livestreams focuses on certain types of memorabilia. The baseball stream, which they started about a month ago, boasts signed bats, balls, and jerseys. The golf livestream mainly consists of quality golf clubs, while their “normal” stream focuses on jerseys and helmets from hockey, soccer, and football teams.
“We never expected it to turn into this,” Kayla Landry explained when discussing the number of livestreams they now operate.
The journey to get the shop up and running wasn’t all touchdowns and aces, however. The family cited its starting platform as one of the most frustrating aspects of getting the shop online. Endless bans, strikes, and the disappearance of an entire channel were met with a startling lack of support from both help desks and channel representatives. A lack of funds was another difficulty plaguing the family’s dream shop.
“We didn’t have the money to be buying all the stuff… we wouldn’t get paid for 8 days after the stuff got delivered, so it was like 14 days total… we had to use a bunch of credit cards just to be able to buy more product because, you know, that stuff’s expensive. It isn’t cheap,” Tyler explained honestly.
Finding distributors was another challenge for the family, according to Kayla. The contract they now have with Fanatics wasn’t available in 2024, and distributors were a closely guarded secret among those looking to get into the memorabilia game.
Now, however, Lombardi Breaks has become such an established store that it was one of only three shops personally selected by TikTok to stream at Fanatics Fest.
Fanatics Fest, held July 16-19 at the Javits Center in New York, opened its doors to more than 200,000 sports fans and over 50 sports and celebrity stars.
Lombardi Breaks arrived to find an overwhelming amount of support from fans and influencers alike, all excited to boost the shop’s livestreams even further.
“We never expected we would have been there,” Landry stated. “It was surreal… there were 20-foot screens all showing our live[streams] on them, that was the most surreal moment.”
At the festival, Landry, Dustin, and Tyler were able to host special livestreams with some big names in the sports world, including Odell Beckham Jr., who played college football at LSU; Andy Pettitte, a Yankees pitcher and five-time World Series champion; and Eddie George, the former running back for the Tennessee Titans.
Fans of Lombardi Breaks from across the country were also able to open blind boxes on the shop’s livestreams at the festival. They included tried-and-true regulars who attend most, if not all, of the shop’s TikTok livestreams.
The festival ended up being not only a chance for people to interact with their favorite sports shops and athletes, but also a place for sports fans to meet one another and form bonds and memories that surpass any distance or screen.
As a special thank-you announcement from Fanatics Fest stated, “sports has never just been about the game. They’re about the people who love it.”
The future of Lombardi Breaks looks endlessly bright as the family seeks to “try to keep growing.”
Beginning July 29, Lombardi Breaks will take a trip to the National Sports Collector Convention, home of the largest sports card show in the country, to check out the merchandise and connect with even more fans.
Lombardi Breaks is considering adding another page exclusively dedicated to selling sports cards, as well as a page dedicated to hockey merchandise.
Even the shop’s employees continue to find success in sports and merchandise-related fields. Grant Edwards, who often hosts the baseball merchandise livestreams, recently pitched for the University of Georgia in the College World Series in June.
“I think the one thing I wanted to say was… if you ever think you want to do something, just try it,” Kayla added. “We just took a leap, and it’s changed not only the lives of our family but a lot of our employees… I really think it’s an inspirational story.”
Lombardi Breaks can be found on TikTok, Instagram, and Facebook. The shop also sometimes partners with K3customscrystals, which does custom bedazzling for sports memorabilia.
