Retail Merchandiser - November/December 2017 - 45
Athleisure wear is one of the apparel categories being
emphasized in the league's NFL Lifestyle campaign. The
others include men's, women's, plus size and loungewear.
The campaign stresses different apparel types across several
categories that fit within fans' everyday lifestyles.
A Supportive Partner
fore a Chicago Bears home game. "We hosted people who
have been tailgating for years," Madden says. "It's fun to see
how inventive our fans can be when they celebrate and get
psyched up for a game. We wanted to show them how they
can do the same thing with homegating."
It's fun to see how
inventive our fans can
be when they celebrate and get psyched
up for a game.
'Studio to Stadium'
The NFL sees its role in product licensing as that of a brand
steward. "It's incumbent upon us to give fans products that
help them best showcase their team pride, whether that's a
Tommy Bahama sweater or a t-shirt they can wear on casual
Friday at work," Madden says. "We have a large and diverse
fan base, so our licensing approach is not 'one size fits all.'
We want to find the right balance of products that appeal
to our fans and that they feel good wearing or showing off
when they're homegating or tailgating."
The league believes in supporting all of its licensing partners. "We work hard to build partnerships that lead to great
business for our partners," she adds. "We want to make sure
all of our partners have strong business at retail." O
The NFL is responding to the athleisure
trend with garments that are comfortable
and work with different looks.
For NFL fans, apparel is just as big a way to display their
team pride as homegating and tailgating. One recent focus
for the league is the athleisure fashion trend - the wearing
of workout or athletic apparel in other settings. "There are
many occasions and a myriad of ways you can show team
pride, whether you're wearing apparel to work or out to
brunch," Madden says.
Examples of athleisure wear include t-shirts, hooded
sweatshirts and yoga pants. "These are garments that are
comfortable, fit well and work with different looks," she
adds. "These are versatile items that can really wear anywhere." The league has several partners in what it calls the
"studio to stadium" trend, including Nike, Touch by Alyssa
Milano and 47 Brand.