Fashion is giving corny fan apparel a long-overdue makeover.
forging partnerships with the NFL, just in time for stadiums to reopen at full, 60,000-person capacity once again.
"It's funny because that standard, run-of-the-mill sports merchandise is probably cooler than it's ever been in some ways," says Yang-Yi Goh,'s commerce editor. "But these brands are trying to do something exclusive, and trying to get some press out of it as well. Partnering with these leagues is a good way to do that."
As Goh says, "These are striking, statuesque people. They're going to look incredible in pretty much anything they put on." Only now, sports organizations are capitalizing on their athletes' sartorial prowess, incorporating fashion into its marketing machines. Yet for the next 15 years, rules were rules, and athletes began dressing their part within the airtight confines of business casual. "The NBA was first to turn these tunnel entrances at games into a fashion moment," says Goh. "There's 30 teams in the league and 82 games a year, and every single one of those games is essentially a red carpet for these teams."
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