A male dominated field that is slowly bust surely becoming more dominated by women: sports, and more specifically football. The idea of women watching and loving football isn’t new, but the previous merchandise availble for girls to support their favorite teams was limited up until recently.
Major companies from Fanatics to Abercrombie & Fitch have begun releasing NFL merchandise for women that does not just showcase team spirit, but is actually fashionable as well.
Its Never “Off Season” for the WAGS
Upcycling jerseys or other athletic clothing items into more chic and stylish pieces is a popular way that women have used to sport their team pride. Kristin Juszczyk, wife of San Fransico 49ers fullback Kyle Juszczyk, is a self-taught designer who turned her passion for upcycling NFL merchandise into a business.
In 2023, Juszczyk launched her first NFL fashion brand, Designs by Kristin, that focused on reworked football attire. Her designs were known within the inner circle of the WAGS (wives and girlfriends of professional athletes). In January 2024 after acclaimed singer-songwriter Taylor Swift rocked a custom Travis Kelce Kansas City Cheifs jersey-inspired puffer jacket to a game, Juszczyk’s creations took the internet by storm.
Kristin Juszczyk’s name and talent was shot into the media, yet questions began to circle surrounding licensing issues with her use of trademarked NFL logos. The NFL is known to be strict with their trademarked images, partially explaining why cute atheletic merchandise struggled to make its way on to the market for so long. In early 2024, instead of pursuing legal action, the NFL negotiated a liscening deal with Kristin in partnernship with athletic merchandise mogul, Fanatics.
Earlier this year, Juszczyk and business partner Emma Grede launched their clothing brand Off Season, that features designs similar to the ones like Swift’s jacket, alongside branded pants and tops. Juszczyk’s brand has allowed for Fanatics to cater more towards the female sports audience in a way that they haven’t before, yet they are not the only company beginning to release chic sports-wear.
Abercrombie & Fitch
The iconic brand from the early 2000s underwent a major rebrand back in 2021, switching from their “preppy surfer” image to an elevated basic, yet classic look. Abercrombie & Fitch made itself cool again.
They became the NFL’s first offical fashion partner with their inital collection for the 2022 season, and their athletic releases have only gained popularity over the past three years. The pieces in the 2025 release consist of sweatshirts, mocknecks, tank-tops, cardigans and others. The designs are more laid-back, vintage and classic in contrast to Off Season’s trendier approach.
Abercrombie’s NFL items could be worn day-to-day, yet wouldn’t bring weird looks from other fans if sported at the stadium on gameday.
The combination of fashion and sports is continuing to skyrocket and is paving the way for a new normal for both women and sports.
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