Reebok doesn’t want to ignore women while they are pregnant.
That’s why the athletic firm is launching a collection of maternity T-shirts under its National Football League division. According to company research, more than 40 percent of the viewers of NFL games are women and, as a result, women’s NFL apparel is Reebok’s fastest growing business.
“Women love football because it brings the family together,” said Tiffany Coldwell, Reebok’s NFL women’s product manager. “We realized how women were buying the product, but then we were ignoring them for nine months while they were pregnant.”
Coldwell said many women were buying oversize men’s shirts to wear while they were pregnant, something that wasn’t figure flattering. So, Reebok has created a line of cotton maternity T-shirts, available in both long and short sleeves, with team logos and kitschy sayings like “#1 Draft Pick” printed on them. There are also a range of gift packs available, which includes a T-shirt and matching bib and onesie. The collection will launch for retail selling during the fall 2010 football season, and Reebok is targeting stores like Destination Maternity and NFLShop.com, as well as all the NFL team stores nationwide. The line wholesales from $15 to $17.50.
To help get the word out on the new line, Reebok has teamed with “The View” co-host Elisabeth Hasselbeck to be the face of the brand. Hasselbeck, whose husband Tim is a former NFL quarterback, said she also has a personal connection with Reebok.
“I actually did a design internship at Reebok years ago,” Hasselbeck said while taking a break shooting the ad campaign for the maternity collection. “The NFL has a tremendous amount of female fans. Watching a game can be a real family bonding experience, and I can tell you that the women behind the games are truly the most intense of the fans.”
Hasselbeck, who is due with her third child in early August, said that after wearing the shirts on set all day, “they have a great fit, they are super soft and nice and long so you can easily wear them over your workout pants.”
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)