Tuesday, March 5, 2024
Tuesday, March 5, 2024
HomeFashionHow fashion brands are getting involved in Super Bowl LVIII

How fashion brands are getting involved in Super Bowl LVIII

Fashion has swept football.

The NFL has experienced a banner season of style, with players adopting high-fashion looks during their tunnel walks and Taylor Swift showing her team spirit through fashion at Kansas City Chiefs games, wearing items that include a red cashmere sweater from Guest in Residence and a custom dress. Chiefs jacket made by Kristin Juszczyk.

Fashion has become more involved over the past few seasons, tapping football players as brand ambassadors, launching product collections and activating at marquee events for moments that have resonated deeply with football and fashion fans alike. Juszczyk, for his part, signed a licensing deal with the NFL after his custom jacket for Swift went viral.

With the Super Bowl in Las Vegas just days away, fashion brands like Boss, Mitchell & Ness, Stoney Clover Lane, ’47 and others are getting in on the action by launching a series of collaborations aimed at the company’s diverse fan base. NFL. And the NFL itself has also been strategically using fashion collaborations to cater to underserved fan bases.

“There’s been a steady progression over the last two or three years,” Ryan Samuelson, the NFL’s vice president of consumer products, said of fashion brands’ involvement in the league. “To be honest, (fashion) wasn’t an area we focused extraordinarily on in the past; When I say past, I mean five or seven years ago. It’s been more of a concerted effort over that time to really lean into brands that expose us to different consumers and expand reach. In the NFL, we obviously have a very broad reach right now in terms of how many fans we touch, but what this has really done is allow us to specifically dive into fashion.”

To reach more women, for example, the NFL has collaborated or signed licensing agreements with brands such as Stoney Clover Lane, Staud and BaubleBar, among others.

According to the 2021 SSRS sports survey, women and girls ages 8 and older make up 46 percent of the NFL fan base, or about 84 million female fans. The survey also indicated that 45 percent of NFL fans under the age of 35 are women and girls.

“We really know from our own experience that there is a large audience of women, women who think about style and fashion and who are big fans of the league,” said Daniella Yacobovsky, co-founder of BaubleBar, which debuted its collaboration with the NFL for first time in 2021. “They have their teams that they follow and attend the games. “They want to participate and be a visible fan, and they want to do it in a modern, modern way.”

BaubleBar has expanded its NFL accessories collections season after season and recently partnered with sportscaster Erin Andrews on a jewelry collection. For the Chiefs’ AFC Championship win last month, Swift was seen wearing a charm necklace from Andrews’ collection.

Pieces from the Stoney Clover Lane x ’47 NFL collection.

Courtesy of Stoney Clover Lane.

Stoney Clover Lane also debuted its NFL collection, a collaboration with sports lifestyle brand ’47, which last month offered vintage-inspired apparel and accessories for the Super Bowl.

“In the NFL, their fans are 46 percent women, so obviously there are a lot of female fans who have traditionally been underserved in that market,” ’47 president Dominic Farrell said. “When we talk to them, they really look for quality products that fit what they want, not just a ‘shrinkable and pink’ male version. “That’s really what we’re focused on.”

Other collaborations aim to expand the NFL’s reach internationally. Since 2005, the NFL has hosted approximately four regular-season games outside the U.S. This season, three games were played in England and two in Germany.

Boss has been working with the NFL for several years. The brand named Chiefs quarterback Patrick Mahomes a brand ambassador last year and launched its Super Bowl collection last month. Boss will also host several activations in Las Vegas prior to the game, including a meet-and-greet with the Las Vegas Raiders coaching staff.

“We saw a lot of untapped potential,” said Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss. “Sport is within Boss’ DNA and as an international brand and a German brand (the NFL is taking steps outside the US, certainly playing games at Tottenham Hotspurs stadium and Wembley in the UK and then also in Frankfurt ), we know that the sport is growing and has international reach, so standing shoulder to shoulder with such a dynamic sport that is really growing, truly reflects the Boss philosophy of our 24/7 lifestyle. week”.

Sporting goods brand Mitchell & Ness has long worked with the NFL on merchandise collections and this year received many last-minute inquiries from international fashion brands wanting to collaborate for the Super Bowl, CEO Eli Kumekpor said.

An Usher t-shirt from Mitchell & Ness.

An Usher t-shirt from Mitchell & Ness.


For the Super Bowl, Mitchell & Ness released an Usher-themed collection celebrating the musician’s highly anticipated performance at Apple Music’s Super Bowl LVIII halftime show.

“We have a history in the world of sports, but upon arrival we have occupied this unique position that is at the intersection of sports, fashion and, to a certain extent, culture, as we call it youth culture, sports culture, hip hop culture. , just culture in general,” Kumekpor said. “So when you look at the Super Bowl and what it’s become, I think it’s actually the pinnacle event that sits in the cross section of all of those from a fan perspective.”

NFL players themselves are also bringing fashion to the sport through their pre-game looks during the NFL tunnel. Players like Travis Kelce, Stefon Diggs, Jeremiah Owusu-Koramoah, Deebo Samuel and many others regularly made an impact week in and week out with their tunnel teams.

“It used to be that the league ‘fit on the NBA side was the only thing,'” Kumekpor said. “Now you have (NFL) tunnel attacks. A lot of people don’t necessarily come for the game. They’re really connecting with (the players’) sense of style and individuality, or they see themselves in some of these players. That is very positive for the league and for the space.”

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