American Eagle chief advertising officer (CMO) Craig Brommers didn’t affirm whether or not the model was given a heads up on the engagement, however advised ADWEEK it had been in conversations with Kelce since June 2024.
The gathering will roll out throughout two drops on Aug. 27 and Sept. 24, that includes all the things from vintage-inspired T-shirts to varsity jackets. Kelce served as a artistic director on the mission, concerned in design, pattern choice, and extra. Costs run from $14.95 to $179.95.
“We had a want to create a group that was distinctive, but accessible,” stated Brommers, including that “each element mattered” all through the design course of.
The vary is backed by a marketing campaign that includes Kelce’s mates and fellow athletes, together with 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 throughout all social platforms. Out-of-home placements can even pop up within the Chiefs’ hometown of Kansas Metropolis. The model can also be partnering with NFL information podcast, The Ringer, and operating intensive CTV advertisements.
Kelce’s cultural clout
That is the most recent play from American Eagle to courtroom Gen Z’s {dollars} by leaning into huge moments throughout sports activities and tradition. In 2024, the model ran advertisements across the Tremendous Bowl with athletes together with U.S. tennis star Coco Gauff and Jacksonville Jaguars quarterback Trevor Lawrence.
In July 2024, it unveiled a contemporary tackle its longstanding “Live Your Life,” slogan with a deal with self-expression and connection.
Brommers stated Kelce has the “distinctive capability” to enchantment to a Gen Z viewers past sports activities, which persistently ranks as a prime curiosity for the corporate’s goal customers. “He represents the proper mixture of athleticism and cultural relevance that resonates with our client,” the marketer stated.
“I’ve needed to maintain my pleasure about this collab underneath wraps for almost a yr. It was an superior alternative to workforce up with a longtime model the place either side have been excited to really collaborate on each choice within the design and inventive course of that introduced the ‘AE x TK’ assortment to life,” stated Kelce in a press launch.
The NFL participant added: “I began Tru Kolors in 2019 on the inspiration of displaying up authentically and having enjoyable with model, and we needed this collab to mirror that very same vitality. I need everybody to really feel like there’s something for them within the assortment, one thing they will really feel good in and make their very own. I’m excited for it to lastly be out on the planet.”
