In an attempt to showcase the versatility of its licensed apparel and accessories, the National Football League has launched its first men’s campaign featuring Julian Edelman, New England Patriots wide receiver, and Jordy Nelson, Green Bay Packers wide receiver.

The campaign, which will be in Sports Illustrated and GQ this September, features Nelson and Edelman, who were styled by Jace Lipstein of Grungy Gentlemen and Stephanie Higgs, respectively, wearing the licensed apparel alongside non-NFL clothing and accessories.

This story first appeared in the August 12, 2015 issue of WWD. Subscribe Today.

“We often do focus groups and one of the things we heard from our male consumers is that they want stylish clothes that can be worn outside of game day,” said Natara Holloway, the NFL’s vice president of consumer products, brand, marketing and retail. “The product is there, we just need to help them see it as lifestyle apparel.”

Both Edelman and Nelson will serve as brand ambassadors for the apparel and design limited-edition caps for New Era, which will be in stores later this fall.

“It’s an awesome move by the league and I’m happy to be a part of it,” said Edelman, who told WWD that he likes to wear his NFL apparel with brands such as Rag & Bone, John Varvatos and Puma, which sponsors the athlete. “I think it’s a great idea that the NFL is trying to get into the fashion game.”

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