Steelers Pro Shop Live set to launch tonight at 7 p.m. ET

LugLive, the leader in live selling commerce, today announced the first-of-its-kind partnership to create a live selling and Interactive platform with the Steelers.

The first Steelers Pro Shop Live will launch on November 16 at 7 p.m. ET @ and will feature authentic Steelers branded merchandise sold directly from the Steelers Pro Shop to customers and fans. This new Steelers ProShop commerce experience will bring the Steelers product to life and drive sales and engagement with live shopping events every day, direct from the team.

Lug, the popular lifestyle brand of travel bags, handbags, apparel and accessories, was founded in 2005 by Jason and Ami Richter. In 2020, the brand formed LugLive, an immersive and interactive direct-to-consumer live shopping experience. LugLive connects brands directly with their customers in a live, engaging and unique social shopping experience, through e-commerce and a dedicated mobile app.

"This is an unbelievable partnership and opportunity to launch Steelers Pro Shop Live with the Pittsburgh Steelers organization," said Jason Richter, LugLive founder. "It is so great to work with an organization that deeply cares about its fans and is looking for ways to interact and connect with their community and be able to provide them authentic merchandise through engaging entertainment."

Steelers Pro Shop Live will create a unique retail experience for new and current fans of the team. The live shopping platform will bring authentic Pittsburgh Steelers merchandise to the customer through live interactive shows, streamed on the Steelers mobile app and the online Pro Shop. The overall goal is to delight fans with engaging content and grow product revenue direct to the team to continue providing fans with the best experience.

"The Steelers Pro Shop is excited for this unique opportunity to showcase our products and tremendous brand in a new interactive platform. Fans have the opportunity to get a fully immersive shopping experience direct from the team," said John Wolfe, Steelers VP of Merchandising and Digital Commerce.

The platform aims to:

  • Provide an engaging shopping environment with dynamic and integrated LIVE selling including surprise hosts and special guests.
  • Demonstrate products in real-time, increase brand and community engagement, and improve customer loyalty.

Steelers Pro Shop Live with the Pittsburgh Steelers will begin on Wednesday, November 16, 2022, and can be found on For more information on LugLive, go to