Fashion and sports have always influenced each other, but when an NFL superstar dives into the world of style, it’s bound to shake up both industries. NFL superstar Travis Kelce has just launched his most ambitious fashion venture yet, a limited-edition collaboration between his sportswear brand Tru Kolors and American Eagle. The AE x TK collection, which debuted on August 27, 2025, represents more than a year of creative development and marks a significant milestone for both the Kansas City Chiefs tight end and the retail giant.
A Year in the Making
The collaboration wasn’t a rushed celebrity endorsement deal. Travis Kelce shared, “I’ve had to keep my excitement about this collab under wraps for nearly a year,” and also said, “It was an awesome opportunity to team up with an established brand where both sides were excited to truly collaborate on every decision in the design and creative process that brought the ‘AE x TK’ collection to life.”
This hands-on approach highlights Kelce’s commitment to authentic fashion partnerships. As creative director of the collection, he was deeply involved in every aspect of the design process, from fabric selection to campaign development.
Staying True to His Roots
The collection reflects the core values that Kelce established when he founded Tru Kolors in 2019. Kelce explained, “I started Tru Kolors in 2019 on the foundation of showing up authentically and having fun with style, and we wanted this collab to reflect that same energy.” He added, “I want everyone to feel like there is something for them in the collection, something they can feel good in and make their own. I’m excited for it to finally be out in the world.”
The 90-piece collection spans a diverse range of items priced between $14.95 and $179.95, making high-quality fashion accessible to a broad audience. The lineup includes heavyweight vintage-inspired tees, cricket sweaters, rugby polos, utility cargo pants, reimagined varsity jackets, soft chenille pieces, and luxurious cashmere sets. Several camouflage pieces seem drawn from Kelce’s recent viral GQ cover shoot.
Star-Studded Campaign
To promote the collection and embody the campaign’s “live to play” mindset, Kelce tapped friends and fellow athletes to be featured in the campaign, including rising tennis star Anna Frey, basketball guard Azzi Fudd, quarterback Drew Allar, top basketball prospect Kiyan Anthony, the country’s top-ranked wide receiver recruit Jeremiah Smith, and gold medal gymnast Suni Lee.
Craig Brommers, chief marketing officer at American Eagle, said the company first connected with Kelce in June 2024 and “there was an instant synergy between our brands. Tru Kolors is designed to reflect his curated and independent-minded fashion sense. Our first meeting came on the heels of AE’s campaign, Live Your Life, and while prepping for the meeting, we noticed Travis had previously posted a caption on his Instagram that had the copy ‘live your life’ — and we knew it was meant to be.”
Brommers said Kelce has “this infectious energy where he truly lives his life to the fullest. He says his ‘cup is always overflowing,’ and he lives to play, all traits that embody the optimism of our AE customer. From the start, it was clear we shared a passion for style — and more importantly, a belief in the power of fashion to connect with people.”
Lee said, “I was honored by the opportunity to be a part of this collection launch with Travis Kelce and American Eagle. Confidence and comfort are huge for me, and this line and every item from the T-shirts to the sweaters really delivers on both. Working on the campaign alongside Travis and this incredible group of other athletes was inspiring and gave me the chance to step into something completely different from what I usually do. I’m really proud of what we created together and so excited for everyone to style it in their own ways.”
Perfect Partnership
Jennifer Foyle, president and executive creative director of American Eagle Outfitters, described the partnership as destiny. She said, “An iconic brand teaming up with one of the greatest athletes of our generation — that’s what I call a win. AE and Tru Kolors are rooted in optimism, self-expression, and confidence — and we share a passion for empowering everyone to feel like their true self when wearing our products.”
Strategic Timing and Market Impact
The collaboration’s announcement came just one day after Kelce and Taylor Swift announced their engagement, creating perfect timing for media attention. American Eagle’s stock rose approximately 5% following the announcement, showing the partnership’s immediate market impact.
The collection releases in two strategic drops, the first on August 27 and the second set for September 24. This phased approach keeps the marketing momentum going while giving fans more opportunities to connect with a brand that reflects authentic self-expression and athletic inspiration.
