When it comes to the Guardian Cap, the XTs sell for about $70 at retail stores and online but less than $55 in group orders for teams, while the NXTs are only sold direct to teams at an average of $100 apiece. According to the company, some 77 percent of its overall sales happens in bulk. But only a small portion of that total—about 200,000 caps sold this year, the company projects—comes from the NFL’s 32 teams, each of which typically stocks about 100 per season, replacing them every one to two years depending on the position and wear.
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