- American Eagle has partnered with Tru Kolors, NFL star Travis Kelce’s apparel and lifestyle brand, on a capsule collection and accompanying ad campaign, in response to a press release.
- The collaboration, which has been within the works for over a 12 months, features vintage- and sportswear-inspired offerings curated by Creative Director Kelce, including heavyweight T-shirts, varsity jackets and cashmere sets. An ad campaign rooted in the gathering’s “live to play” ethos spans social media, podcasts, out-of-home (OOH), connected TV (CTV) and fantasy sports content takeovers.
- The news extends American Eagle’s work with tastemaking celebrities following a high-profile — and highly controversial — campaign with Sydney Sweeney earlier this summer. The timing of the Tru Kolors announcement also capitalizes on excitement around this week’s news around Kelce’s engagement to pop megastar Taylor Swift.
American Eagle is exiting a tumultuous newscycle with one other A-list collaboration that is certain to spark discussion — but one which may be less susceptible to outcry. Kelce established Tru Kolors in 2019 and is raising awareness for his brand by linking with a longtime retailer that attracts a predominantly Gen Z shopper base.
The limited-time collection, officially called AE x Tru Kolors by Travis Kelce, lands in two drops featuring over 90 pieces meant to embody Kelce’s personal style, with the primary going live today (Aug. 27) and the second on Sept. 24, aligning with the back-to-school period. Prices range between $14.95 and $179.95.
Such a team-up would likely draw interest of its own accord, but arrives only a day after the Kansas City Chiefs tight end and Taylor Swift publicly announced their engagement, an eagerly anticipated development that has set off frenzied media activity (not to say loads of brands seizing on the news). Swift also happens to be within the midst of ramping up a brand new album cycle while NFL season kickoff is just across the corner. In addition, American Eagle is rolling out a worldwide campaign that would generate further excitement.
AE x Tru Kolors by Travis Kelce shall be promoted through a CTV push described as “extensive” within the announcement, amongst other high-impact media placements. The brands are working with The Ringer podcast network, which blends sports and popular culture commentary, and running targeted OOH ads, including within the Chiefs hometown of Kansas City.
Beyond Kelce, marketing materials highlight other famous and rising-star athletes, resembling tennis player Anna Frey; basketball guard Azzi Fudd; quarterback Drew Allar; wide receiver recruit Jeremiah Smith; basketball prospect Kiyan Anthony; and gold medalist gymnast Suni Lee.
The Kelce tie-up could deliver a bounce-back moment for American Eagle, which has weathered intense backlash in recent weeks. The retailer’s back-to-school campaign, its costliest up to now, starred “Euphoria” actor Sydney Sweeney and ended up landing within the culture wars crosshairs.
One social video attached to the campaign emphasized wordplay between the concept of getting “great” genes — in Sweeney’s case, white and blonde — and wearing good jeans. Critics saw problematic undertones within the perceived toying with eugenics while others thought the larger effort’s sexed-up approach missed the mark with American Eagle’s core audience. American Eagle has defended the work, arguing it was all the time about its denim.
Read the complete article here
