NFL Style Surge: Brands Score Big with Fashion Collaborations
As the National Football League (NFL) season commences, a burgeoning trend of fashion collaborations and integrated campaigns is propelling sports culture deeper into the realm of style. Brands ranging from streetwear giants to luxury labels are strategically leveraging the league's widespread cultural influence to forge stronger connections with both dedicated fans and fashion-forward consumers.
Pacsun, in collaboration with esteemed designer Aleali May, has unveiled the second installment of their highly anticipated NFL x Aleali May collection. This limited-edition unisex line features an array of graphic tees and hoodies, characterized by boxy, oversized silhouettes, premium thicker cotton fabrications, and a distinctive distressed wash on the tees. Double-sided prints exemplify May’s bold design ethos, with the collection representing 10 prominent teams, including fan favorites like the Rams, 49ers, Raiders, Cowboys, and Eagles. May articulated her vision, stating, "I designed these pieces to carry the spirit of the game, but in a way that feels effortless and everyday. It’s about creating styles that connect team pride to personal style.” The collection became available on September 16 in Pacsun stores, online, at team retail locations, and on NFLShop.com, with tees priced at $45 and hoodies at $80.
Luxury sportswear brand Off Season, co-founded by Kristin Juszczyk and Emma Grede, is significantly expanding its acclaimed NFL puffer collection. Building on the remarkable success of its playoff-season debut, the latest drop introduces seven additional teams to its original roster, notably including the Chicago Bears, Seattle Seahawks, and Washington Commanders. These premium garments, ranging from $285 for vests to $485 for long jackets, are meticulously crafted from high-quality fabrics with water-resistant finishes. Launched on September 16, the collection marks its first-time availability at select Nordstrom stores and on nordstrom.com. Emma Grede emphasized the brand's mission, saying, “At Off Season, our goal has always been to push the boundaries of sports-inspired apparel. With the new puffer line and all the additional teams added we’re excited to redefine how so many teams show up in fashion.”
Under Armour recently debuted its "We Are Football" campaign, a powerful initiative that positions the company as both a performance innovator and a significant cultural force within the sport. The campaign features an impressive lineup of athletes, including Justin Jefferson, NFL wide receiver for the Minnesota Vikings, and Diana Flores, a global ambassador for women’s flag football, alongside other sporting figures. Adding a music crossover appeal, rapper Gunna also participates. The initiative shines a spotlight on UA’s signature performance gear, such as HeatGear and Blur Pro Cleats, and highlights its new collaboration with Mansory. Tyler Rutstein, SVP, global brand & Americas marketing at Under Armour, commented, “Born on the football field, Under Armour’s mission has always been to make athletes better and push the game forward. That foundation set the stage for We Are Football – a campaign that comes to life on the field, highlighting the athletes, products, and culture driving the sport today.”
Activewear brand Fabletics has announced its first professional athlete ambassadorship, welcoming Cincinnati Bengals wide receiver Ja’Marr Chase. Chase will join Kevin Hart as a prominent face for Fabletics Men, a division that has grown into a $300 million enterprise since its launch in 2020. His inaugural collection with the brand is anticipated for release in early 2026. Chase shared his enthusiasm for the partnership, stating, “I’ve always been a fan of Fabletics because we both believe confidence and fashion go hand in hand. Their gear not only performs at the level I need, but it also has a bold look that helps me stand out, no matter what I’m doing, 24/7. This partnership is about turning my vision into a style that inspires everyone.”
