Kirk Herbstreit’s Dog Gets His Own Line of Merchandise
Peter Fan Club says it has notched thousands of orders.
Since 2024, Kirk Herbstreit's golden retriever Peter has become a college football celebrity, frequently traveling with his owner and appearing on ESPN's College GameDay. Now, Peter has merchandise to match, with the launch of Peter Fan Club - a line of hats, t-shirts, and accessories bearing the dog's likeness. The brand's Instagram account, featuring Peter's image, quickly amassed over 30,000 followers after the family announced the product.
Kirk explained in a statement that fans had repeatedly requested Peter have his own social pages and merchandise. A portion of every sale will support local veterinary schools and dog-focused organizations in the communities where Herbstreit and Peter visit throughout the college football season. The merchandise is available for purchase online, but the brand will also host pop-up shops at college campuses across the country this fall.
Jake Herbstreit, Kirk's son and creative director of Peter Fan Club, oversees the brand's design and production. The first pop-up shop debuted this weekend in Baton Rouge, Louisiana, where Kirk and Peter were present for the College GameDay 2026 season kickoff against Clemson. The shop, situated next to a Raising Cane's restaurant, was supported by the fast-food chain as part of a broader football campaign.
Peter Fan Club's presence at Raising Cane's locations remains unclear, but Jake indicated numerous possibilities for future collaborations given the chain's strong college campus presence. Early reactions to the Peter-inspired brand have been overwhelmingly positive, with the Baton Rouge pop-up recording over 200 transactions and thousands of online orders placed.
T-shirts, priced at $40, are the best-selling item, while the most expensive offering is a $75 hoodie. Peter Fan Club has partnered with the Community Foundation of Middle Tennessee to select dog-focused initiatives supported by an undisclosed percentage of proceeds, with funds first allocated to LSU's School of Veterinary Medicine.
Despite the merchandise's success, the brand has faced negative comments online, with some users expressing concerns about "Peter fatigue" or the use of a dog for profit.
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