NFL’S GOLD RUSH: It’s pretty early in the season to be calling Super Bowl favorites, but the calendar date isn’t deterring the NFL from launching its Super Bowl 50 collection of women’s apparel. The NFL Style Showdown at Artbeam will feature be cohost er by Erin Andrews, and Erin Heatherton, who appears in this fall’s multimedia campaign for women’s NFL attire, will help with the judging. Jamie Chung will also be pitching in with Jake Hoffman, Dascha Polanco, Lisa Ramos and Phillip Bloch.
In honor of Super Bowl 50, which will be held at Levi’s Stadium in Santa Clara, Calif., on Feb. 7, the collection will be stamped with a golden “50” logo to reflect the San Francisco Bay area’s historic Gold Rush and its Golden State heritage. The collection is being made by 47 Brand, Majestic, Nike and G-III, among others.
In the wake of Tom Brady’s “deflategate” acquittal and domestic violence issues tied to Ray Rice and Adrian Peterson, the NFL has had a rocky year. Rhiannon Madden, the NFL’s vice president for consumer products, declined to comment about how the domestic violence issues may play into the introduction of a women-friendly Super Bowl collection. But a company spokeswoman offered to provide information about “all the work that has been done [in response to those concerns]” and added, “it definitely has not affected our sales by any means.”
Fittingly, the NFL’s 2015 Kickoff Guide is appropriately entitled, “We’re Back to Football.” Female fans will get the chance to buy the collection when it debuts online on Oct. 15. An image of Suzanne Johnson, whose husband Woody owns the New York Jets, can be found on the homepage modeling a shirt from her favorite team. As for what female fans might favor from the Super Bowl 50 attire, Madden said, “It’s going to be the ones with the most gold and the most sparkle because that’s what Super Bowl 50 is about. There’s something for every fan to gravitate to. If you don’t like the bling, you will still have those understated pieces for those people who want to show their passion but don’t want to wear so much sparkle.”