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Volume 25 No. 199
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NFL Still Trying To Find Best Fit With Women's Clothing

The NFL in recent years has partnered with Old Navy, Levi's, Forever 21 and Victoria's Secret
Photo: FANATICS

Female NFL fans have "mostly moved on from the league's 'pink it and shrink it' mentality," but there are still "better ways for the NFL to connect with women" from a fashion standpoint, according to Chelsea Brasted of the New Orleans TIMES-PICAYUNE. All Saints NFC South champion shirt options at the NFL's online store after the team clinched the division last month were "covered in unnecessary logos and block letters" spelling out the "Reppin' the South" tag line. The "disconnect" on those shirts is the "same as the one that's led the NFL to continue producing gear that's ... uncool for women." A lot of what is "available in women's clothing is kind of ridiculous," including "curlicue fonts, excessive lace-ups, too many logos or just boring designs." The league in recent years has partnered with brands like Old Navy, Levi's, Forever 21 and Victoria's Secret "to help bring some design diversity to its roster," but it is "still not nailing it." Brasted writes, "I just don't get why the NFL Shop itself is so devoid of hipness. You'd think the league could make some serious cash off fans if it had a little more ingenuity when it came to creating clever shirts and gear" (New Orleans TIMES-PICAYUNE, 1/11).