Kirk Herbstreit launches apparel brand featuring his dog Peter

Kirk Herbstreit and his family have introduced Peter Fan Club, a merchandise line featuring the likeness of his golden retriever, Peter. The apparel, which includes hats, t-shirts, and hoodies, debuted at a pop-up shop in Baton Rouge, Louisiana, during the opening weekend of the 2026 college football season. The family plans to host additional pop-up events at college campuses throughout the season, with some activations collaborating with Raising Cane’s. While the brand operates an online store that has already processed thousands of orders, a percentage of all proceeds will be donated to veterinary schools and animal-focused organizations. Peter has become a frequent fixture on College GameDay and has traveled with the Herbstreit family for two years. The launch has faced some online criticism regarding the commercialization of the dog and the frequency of his appearances.

• 11:57 PMYahoo Sports — Kirk Herbstreit’s Dog Gets His Own Line of Merchandise