American Eagle chief marketing officer (CMO) Craig Brommers did not confirm whether the brand was given a heads up on the engagement, but told ADWEEK it had been in conversations with Kelce since June 2024.
The collection will roll out across two drops on Aug. 27 and Sept. 24, featuring everything from vintage-inspired T-shirts to varsity jackets. Kelce served as a creative director on the project, involved in design, sample selection, and more. Prices run from $14.95 to $179.95.
“We had a desire to create a collection that was unique, yet accessible,” said Brommers, adding that “every detail mattered” throughout the design process.
The range is backed by a campaign featuring Kelce’s friends and fellow athletes, including rising tennis star Anna Frey, basketball guard Azzi Fudd, and gold medal-winning gymnast Suni Lee.
The “AE x Tru Kolors” by Travis Kelce push will run globally across all social platforms. Out-of-home placements will also pop up in the Chiefs’ hometown of Kansas City. The brand is also partnering with NFL news podcast, The Ringer, and running extensive CTV ads.
Kelce’s cultural clout
This is the latest play from American Eagle to court Gen Z’s dollars by leaning into big moments across sports and culture. In 2024, the brand ran ads around the Super Bowl with athletes including U.S. tennis star Coco Gauff and Jacksonville Jaguars quarterback Trevor Lawrence.
In July 2024, it unveiled a fresh take on its longstanding “Live Your Life,” slogan with a focus on self-expression and connection.
Brommers said Kelce has the “unique ability” to appeal to a Gen Z audience beyond sports, which consistently ranks as a top interest for the company’s target consumers. “He represents the perfect mix of athleticism and cultural relevance that resonates with our consumer,” the marketer said.
“I’ve had to keep my excitement about this collab under wraps for nearly a year. It was an awesome opportunity to team up with an established brand where both sides were excited to truly collaborate on every decision in the design and creative process that brought the ‘AE x TK’ collection to life,” said Kelce in a press release.
The NFL player added: “I started Tru Kolors in 2019 on the foundation of showing up authentically and having fun with style, and we wanted this collab to reflect that same energy. I want everyone to feel like there is something for them in the collection, something they can feel good in and make their own. I’m excited for it to finally be out in the world.”
