The National Football League (NFL) is taking significant strides to cater to its ever-growing female fanbase by introducing a stylish new line of game day apparel.
On Monday, the NFL unveiled an exciting collaboration with the New York-based women’s fashion brand Veronica Beard, resulting in a unique collection of 32 blazers—one representing each team in the league. Drawing inspiration from the brand’s iconic Dickey Jacket design, these blazers will retail at a premium price of $998 each. This elevated offering stands in stark contrast to the league’s typical women’s apparel lineup, which predominantly includes sporty jerseys, tees, sweatshirts, and varsity jackets, all priced under $200. The entire collection will be available for purchase on both the official websites of Veronica Beard and the NFL, as well as at Neiman Marcus stores and in select NFL stadiums.
This collaboration is just one instance of the increasingly close relationship between fashion and sports. Over the past summer, luxury conglomerate LVMH made waves by sponsoring the Olympics, while several brands, including David Yurman and Glossier, also forged partnerships with prominent sports leagues such as the NBA and WNBA. Whereas the NFL has cautiously dipped its toes into the fashion sphere—with previous initiatives like a sweatshirts collaboration with Boss—it has been somewhat slower than other leagues to fully embrace this trend. Nonetheless, this partnership marks a significant milestone for the NFL as it steps confidently into the world of women’s fashion.
Renie Anderson, the NFL’s Executive Vice President of Partnership and Chief Revenue Officer, emphasized the importance of this new line, stating, “This is a real need. This wasn’t out there.” She estimates that women make up approximately 50 percent of the NFL’s audience, making this initiative both timely and necessary.
The collaboration with Veronica Beard also presents an opportunity for the brand to engage with a new demographic, especially given the notable surge in interest among female football fans. This escalation in popularity was significantly attributed to the media buzz surrounding pop star Taylor Swift and her romance with Kansas City Chiefs’ star tight end, Travis Kelce. The result has been a remarkable growth in female viewership. Veronica Beard, which recently topped $250 million in sales and has expanded its retail presence with new stores in recognizable locales like Charlotte, North Carolina, and Beverly Hills, is keen to take advantage of this momentum. According to co-founder Veronica Swanson Beard, the brand is excited about tapping into this burgeoning market by providing stylish options for game day, rather than the typically oversized men’s jerseys or bland sweatshirts that were once the only choices. “We think you can elevate that,” she said.
The NFL’s Fashion Initiative
Fashion is undeniably a vast opportunity for sports leagues, teams, and brands to explore. Specifically, the NFL has recognized this potential as new fans, especially women and younger audiences, discover not only the games but the lifestyle associated with sports. The increasing visibility of high-profile partners and influencers related to athletes, such as Alix Earle, dating Dolphins receiver Braxton Berrios, and Morgan Riddle, who is the girlfriend of tennis star Taylor Fritz, has contributed to reshaping the sports culture. Their significant social media presences and collaborations with prominent brands such as Louis Vuitton and denim maker Frame can’t be overlooked.
Taylor Swift’s own fashion choices during games also sparked conversations around game day aesthetics, gaining attention for her stylish looks, which included a Dion Lee corset and bedazzled Area jeans. This has prompted the NFL to view the association with fashion via collaborations with brands like Veronica Beard as a way to refresh the fan apparel offerings. Anderson notes, “We had a tidal wave of growth [in women viewers] with the dating situation in Kansas City. It helped younger fans come into the NFL, and we want to continue to feed that fan base.” The NFL is clearly keen to maintain this connection with its new female viewers, regardless of how they arrived at the game, focusing on keeping them engaged once they’re here.
The success of stylish items designed by Kristin Juszczyk and others has challenged traditional NFL merchandise expectations. Anderson describes this as a “jolt” in the NFL’s merchandise landscape, indicating more innovative projects are in the works to continue attracting female fans with stylish apparel.
Fashion Brands Engage with Sports
The collaboration flows both ways: for fashion brands, entering the sports arena provides an opportunity to capture new demographics as well. Veronica Beard’s interest in this influential space was initially sparked when UT Austin women’s basketball coach Sydney Carter wore some of their pieces during games, subsequently catching the attention of star player Caitlin Clark, who donned a Veronica Beard suit during a media interview, catapulting the brand’s visibility within a new audience. Veronica Miele Beard, co-founder, noted, “Our following skyrocketed in a whole new demographic.”
The potential for growth is significant, and the Veronica Beard team views this as just the beginning of the intersection between the NFL and fashion tailored specifically for women. The NFL marketing strategy is clearly evolving to embrace more brand partnerships and continued efforts in this emerging sector—recognizing that there is a demand for fashionable yet fan-spirited options for women. Anderson reflected on past marketing strategies, stating, “If you think about 20 years back, the selection options for women in sports were often limited to something pink… That is not understanding who she is.” Looking ahead, the NFL is poised to continue expanding its offerings, focusing on women and understanding their place in the sports fan landscape.
