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Marshawn Lynch’s dance branded in new product line

Updated September 21, 2017 - 11:54 am

ALAMEDA, Calif. — T-shirts. Hoodies. Shower curtains. That didn’t take long.

Marshawn Lynch, regarded in NFL circles as a savvy businessman, is seizing a merchandise opportunity from a signature moment Sunday. The running back’s apparel brand, Beast Mode, introduced this week a product line based on his sideline dance during the fourth quarter of a 45-20 win over the New York Jets.

The products feature a full-body image of Lynch dancing with his Beast Mode logo in the background.

Items available in the “Go Beast Mode Dance Collection” include iPhone cases, throw blankets and pillows. Prices start at $20 for a phone case and $34.95 for a T-shirt. They range to $88 for a 60-inch by 80-inch blanket and $100 for a shower curtain.

An email blast on the brand’s merchandise newsletter was sent at 4:30 p.m. Tuesday.

It was accompanied with the tagline: “Beast Mode goes dumb for The Town, but you can Go Beast Mode anywhere. Shop the new collection and always Go Beast Mode.” Products are available for presale on the Beast Mode website. Shipping is listed to start Oct. 2.

Lynch, an Oakland, California, native, captivated the Oakland-Alameda County Coliseum crowd on Sunday in his regular-season home debut. He danced predominately to a song called “Oakland,” performed by Vell and featured DJ Mustard, shortly after a long touchdown run by teammate Jalen Richard.

Fans danced along, cheering and chanting “Beast Mode” as he was shown on the stadium videoboard. The dance was well received, too, in the Raiders’ locker room.

“That was a cool moment for him,” linebacker Bruce Irvin said. “He is Oakland.”

Follow @Bookerc94 on Twitter. Contact reporter Michael Gehlken at mgehlken@reviewjournal.com. Follow @GehlkenNFL on Twitter.