Dive Temporary:
- American Eagle has partnered with Tru Kolors, NFL star Travis Kelce’s attire and life-style model, on a capsule assortment and accompanying advert marketing campaign, in line with a press launch.
- The collaboration, which has been within the works for over a 12 months, options vintage- and sportswear-inspired choices curated by Artistic Director Kelce, together with heavyweight T-shirts, varsity jackets and cashmere units. An advert marketing campaign rooted within the assortment’s “stay to play” ethos spans social media, podcasts, out-of-home (OOH), related TV (CTV) and fantasy sports activities content material takeovers.
- The information extends American Eagle’s work with tastemaking celebrities following a high-profile — and extremely controversial — marketing campaign with Sydney Sweeney earlier this summer time. The timing of the Tru Kolors announcement additionally capitalizes on pleasure round this week’s information round Kelce’s engagement to pop megastar Taylor Swift.
Dive Perception:
American Eagle is exiting a tumultuous newscycle with one other A-list collaboration that’s positive to spark dialogue — however one which may be much less vulnerable to outcry. Kelce established Tru Kolors in 2019 and is elevating consciousness for his model by linking with a longtime retailer that attracts a predominantly Gen Z shopper base.
The limited-time assortment, formally known as AE x Tru Kolors by Travis Kelce, lands in two drops that includes over 90 items meant to embody Kelce’s private model, with the primary going stay at this time (Aug. 27) and the second on Sept. 24, aligning with the back-to-school interval. Costs vary between $14.95 and $179.95.
Such a team-up would probably draw curiosity of its personal accord, however arrives only a day after the Kansas Metropolis Chiefs tight finish and Taylor Swift publicly introduced their engagement, an eagerly anticipated growth that has set off frenzied media exercise (to not point out loads of manufacturers seizing on the information). Swift additionally occurs to be within the midst of ramping up a brand new album cycle whereas NFL season kickoff is simply across the nook. As well as, American Eagle is rolling out a worldwide marketing campaign that would generate additional pleasure.
AE x Tru Kolors by Travis Kelce might be promoted via a CTV push described as “intensive” within the announcement, amongst different high-impact media placements. The manufacturers are working with The Ringer podcast community, which blends sports activities and popular culture commentary, and working focused OOH adverts, together with within the Chiefs hometown of Kansas Metropolis.
Past Kelce, advertising supplies highlight different well-known and rising-star athletes, reminiscent of tennis participant Anna Frey; basketball guard Azzi Fudd; quarterback Drew Allar; huge receiver recruit Jeremiah Smith; basketball prospect Kiyan Anthony; and gold medalist gymnast Suni Lee.
The Kelce tie-up might ship a bounce-back second for American Eagle, which has weathered intense backlash in current weeks. The retailer’s back-to-school marketing campaign, its costliest so far, starred “Euphoria” actor Sydney Sweeney and ended up touchdown within the tradition wars crosshairs.
One social video connected to the marketing campaign emphasised wordplay between the idea of getting “nice” genes — in Sweeney’s case, white and blonde — and sporting good denims. Critics noticed problematic undertones within the perceived toying with eugenics whereas others thought the bigger effort’s sexed-up strategy missed the mark with American Eagle’s core viewers. American Eagle has defended the work, arguing it was all the time about its denim.
