Just as the 2010-2011 season kicked off, the NFL launched a $10 million dollar marketing effort to promote their new apparel for women. The website lives at www.nfl.com/women where you can find a "lookbook" for the season as well as a behind-the-scenes video of the photo shoot and a "Strut Your Stuff" contest to win Super Bowl XLV tickets and prizes. The website also highlights the "NFL Fit for You 5K" event that will be held in both Indianapolis and Washington, D.C. as an opportunity for women to come out in their gear and support their teams. All proceeds will benefit the NFL charity Play 60.
The inspiration behind the apparel is to give women the freedom to look feminine while cheering on their favorite teams. Until now, there has not been nearly the offering of apparel that the NFL has put together. On their website and lookbook, they have combined all brands that offer women specific pieces all in one place - this includes Reebok, Modo, Logo Art and celebrity Alyssa Milano's Touch line (you may have seen this line before when she launched her own MLB apparel in 2007). There is everything from purses, to jackets to v-neck tees, to bedazzled jerseys and even team jewelry. They even use women of the NFL family - wives of NFL players and staff such as Michelle Ryan, October Gonzalez and Christy Cooley - in the lookbook and website as ambassadors for the new looks from the NFL.
This isn't our first introduction however to a more feminized sports line. Beyond Milano's Touch line, Victoria's Secret launched their own line of collegiate Pink apparel in 2008 and has continued to collect more colleges in their line-up of sweatshirts, tees and underwear to support favorite teams. Earlier this Fall, VS also started to carry NFL teams as well. They offer similar styles to the NFL, however they are currently limited to licenses with only 13 teams. Which means, you aren't guaranteed to find the perfect pair of your team's undies for game day. While the NFL apparel has all teams represented, there are limits on inventory as well as some teams have already sold out of items in it's short launch period.
But, do real, hardcore fans really want sexy necks and tiny tops?
Why not - it'll sell. But it is hard to tell when the only one's representing the apparel are wives and celebrities. What is consistent about both is that these are women who have money and often the desire to look like it. Of course they are going to want tight tops and short shorts with their husband's logo on them (they are trying to keep them around). And the fact of what type of message this may be sending little girl fans from the fit of some of the apparel is a whole other issue. But the generalization doesn't go for all women who are married into the league and more importantly all women who are NFL fans. The site combats this notion with the "Strut Your Fit" contest encouraging "real" fans to show off their game day pride. It doesn't require that women dress in the new gear, but rather support their team in their own unique way. So, if you aren't down with the "sexy" Steeler look - feel free to wave your Terrible Towel however you want.
As the NFL believes, this should be a great opportunity for women to feel more like women as they are cheering on game day. Kudos for the NFL recognizing that it isn't just men who are fans, and giving women options...that they will actually wear.
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