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Dive Brief:
American Eagle has partnered with Tru Kolors, NFL star Travis Kelce’s apparel and lifestyle brand, on a capsule collection and accompanying ad campaign, according to a press release.
The collaboration, which has been in the works for over a year, features vintage- and sportswear-inspired offerings curated by Creative Director Kelce, including heavyweight T-shirts, varsity jackets and cashmere sets. An ad campaign rooted in the collection’s “live to play” ethos spans social media, podcasts, out-of-home, connected TV and fantasy sports content takeovers.
The news extends American Eagle’s work with tastemaking celebrities following a high-profile — and highly controversial — campaign with Sydney Sweeney earlier this summer. The timing of the Tru Kolors announcement also capitalizes on excitement around this week’s news of Kelce’s engagement to pop megastar Taylor Swift.
Dive Insight:
American Eagle is exiting a tumultuous newscycle with another A-list collaboration that is sure to spark discussion — but one that may be less prone to outcry. Kelce started Tru Kolors in 2019 and is raising awareness for his brand by linking with an established retailer that draws a predominantly Gen Z shopper base.
The limited-time collection, officially called AE x Tru Kolors by Travis Kelce, lands in two drops featuring over 90 pieces meant to embody Kelce’s personal style. The first drop went live Wednesday and the second will drop on Sept. 24, aligning with the back-to-school period. Prices range between $14.95 and $179.95.
Such a team-up would likely draw interest of its own accord, but arrives just a day after the Kansas City Chiefs tight end and Taylor Swift publicly announced their engagement, an eagerly anticipated development that has set off frenzied media activity (not to mention plenty of brands seizing on the news). Swift also happens to be in the midst of ramping up a new album cycle while NFL season kickoff is just around the corner. In addition, American Eagle is rolling out a global campaign that could generate further excitement.
AE x Tru Kolors by Travis Kelce will be promoted through a CTV push described as “extensive” in the announcement, among other high-impact media placements. The brands are working with The Ringer podcast network, which blends sports and pop culture commentary, and running targeted OOH ads, including in the Chiefs hometown of Kansas City.
Beyond Kelce, marketing materials spotlight other famous and rising-star athletes, such as tennis player Anna Frey; basketball guard Azzi Fudd; quarterback Drew Allar; wide receiver recruit Jeremiah Smith; basketball prospect Kiyan Anthony; and gold medalist gymnast Suni Lee.
The Kelce tie-up could deliver a bounce-back moment for American Eagle, which has weathered intense backlash in recent weeks. The retailer’s back-to-school campaign, its most expensive to date, starred “Euphoria” actor Sydney Sweeney and ended up landing in the culture wars crosshairs.
One social video attached to the campaign emphasized wordplay between the concept of having “great” genes — in Sweeney’s case, white and blonde — and wearing good jeans. Critics saw problematic undertones in the perceived toying with eugenics while others thought the larger effort’s sexed-up approach missed the mark with American Eagle’s core audience. American Eagle has defended the work, arguing it was always about its denim.