Travis Kelce announces American Eagle collaboration after Taylor Swift engagement
Travis Kelce is making all kinds of headlines this week. First, he and Taylor Swift surprised the world with their engagement news Tuesday.
Then on Wednesday the Chiefs tight end dropped a limited-edition sportswear collection for American Eagle that’s been more than a year in the making.
Having the groom-to-be on its team provided a quick boost for American Eagle, which just took a public relations beating over its recent advertising campaign featuring “Euphoria” and “White Lotus” actress Sydney Sweeney.
In the controversial ad, the blonde, blue-eyed Sweeney says: “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. ... My jeans are blue.”
The tagline said “Sydney Sweeney has great jeans.”
The ad sparked criticism for a perceived double-meaning of the word jeans. The harshest critics, who took it as “genes,” accused the company of promoting eugenics. American Eagle defended the ad, saying it is and always was about just jeans.
Wall Street welcomed the news of Kelce’s collaboration. American Eagle Outfitters, Inc. stock was up more than 8% in midday trading on Wednesday, Fast Company reported.
The limited-edition partnership between American Eagle and Kelce’s Tru Kolors sportswear brand — AE x TK for short — features more than 90 pieces priced from $14.95 to $179.95.
The reimagined cricket sweaters, rugby polos, utility cargo pants and varsity jackets, heavyweight vintage-inspired T-shirts, cashmere sets and other pieces with bespoke graphics “evoke Travis’ unique style,” the company said.
Football fans and, of late, Swift’s fans, are familiar with his look — always with a twist. He is the collection’s creative director.
The ad campaign will feature young athletes, including tennis player and TikTok personality Anna Frey, UConn basketball star Azzi Fudd, Penn State quarterback Drew Allar, Ohio State wide receiver Jeremiah Smith, Syracuse basketball player Kiyan Anthony (son of Carmelo and LaLa Anthony) and Olympic gold medal gymnast Suni Lee.
“I’ve had to keep my excitement about this collab under wraps for nearly a year,” Kelce said in a statement. “It was an awesome opportunity to team up with an established brand where both sides were excited to truly collaborate on every decision in the design and creative process that brought the ‘AE x TK’ collection to life.
“I’m excited for it to finally be out in the world.”
Expect to see ads around Kansas City.
The second-half of the collection launches September 24.
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