Overview

• The limited-edition collection spans more than 90 items priced from $14.95 to $179.95, with releases on Aug. 27 and Sept. 24.
• Kelce served as a hands-on creative partner and says he kept the project under wraps for nearly a year.
• The campaign features six athletes: Anna Frey, Azzi Fudd, Drew Allar, Jeremiah Smith, Kiyan Anthony and Olympic gold medalist Suni Lee.
• Marketing plans include global social placements, out-of-home ads in Kansas City, a partnership with The Ringer and connected TV buys, plus fantasy sports activations.
• Reports noted an early bump in American Eagle shares—about 5% in initial trading and up to roughly 9% in other coverage—as social media reaction to the launch’s proximity to the engagement remained divided.