Handbag and accessory brand Caraa launched a new collaboration to build a close connection between athletes and consumers, tapping into the lifestyle surrounding the sport through highly relevant products and actual fencing team members.

• This month, Caraa introduced a new capsule collection for fencing athletes and enthusiasts in partnership with USA Fencing.
• The rollout features members of the USA National Fencing team and former Olympians.

Although this campaign leans into athletes, it also aims to make lifestyle connections similar to sports creator campaigns, which are growing in popularity, especially among younger consumers.

• 57% of Gen Z US sports fans, and 54% of millennials, follow sports influencers, according to a June IBM/Morning Consult survey.

Beyond merchandise

The new limited-edition handbag collection goes beyond the concept of fan merchandise to include products real fencers can use.

“Historically, products connected to sports organizations have often been treated as merchandise,” said Aaron Luo, co-founder and CEO of Caraa. “With ‘Caraa x USA Fencing,’ we wanted to create a true fashion and accessories collection, one that feels authentic to the sport but also stands on its own from a design perspective.”

The collection includes three items: a backpack, a sling, and an insulated tote. An exclusive arrangement of colors was created specifically for USA Fencing Olympians and Paralympians, while a corresponding consumer collection shares some of the same design cues as the athlete edition.

Additionally, Caraa is giving 100% of the company’s profits from this collection to the USA Fencing Foundation, according to Luo, who is an avid fencer and serves on the USA Fencing Executive Advisory Board.

Featuring real fencing athletes

To promote the collection, Caraa is featuring current members of the USA National Fencing Team and four fencing Olympians. The collection will be featured on Caraa’s owned channels, including social media, email, public relations, and in-person retail opportunities at fencing tournaments.

“For a collaboration like this, authenticity matters,” said Luo. “We did not want to simply put bags on models and call it a fencing campaign. We wanted the story to be told through people who understand the sport…and represent the discipline and elegance of fencing at the highest level.”

A growing base

This grassroots effort aspires to connect with the sports' fanbase that is on the rise after the 2024 Paris Olympics.

• USA Fencing membership grew to a record-high 45,157 members and 752 affiliated clubs nationwide in August 2025.

While creators are important to building the Caraa brand, featuring authentic athletes in the capsule campaign conveys authenticity, Luo said. The exposure from the campaign on social media and other owned channels also raises the profile of fencing athletes, blurring the line between athlete and sports creator.

“Creators and influencers can be very powerful for Caraa, but only when there is a real connection to the product and the story,” Luo explained. “We are much more interested in credible voices than in reach alone. For this launch, the most important creators are the athletes, coaches, fencing parents, and families who genuinely understand why these products matter.”

Fencing families

While fencing doesn’t have the wide reach of major professional sports, its athletes and enthusiasts are very committed to the sport. Fencing also can be a focus for the entire family, similar to other youth sports, where sports influences family purchase decisions.

• 84.2% of sports parents say youth sports influences their purchase decisions, 41.5% a “great deal,” according to a February EMARKETER and DICK’S Media survey

“Fencing resonates because it is different from many traditional youth sports,” said Luo. “It rewards intelligence, patience, discipline, timing, and emotional control as much as athleticism. There is also more visibility now around collegiate fencing, which brings more families into the conversation.”

He added: “The fencing community also has a very family-driven culture. Parents, siblings, coaches, and teammates spend a tremendous amount of time together at clubs, regional events, national tournaments and international competitions. Because of that, fencing fans are often more than spectators. They are deeply embedded in the journey of the athlete.”