Overview

• American Eagle debuted AE x Tru Kolors by Travis Kelce on Aug. 27, the first of two drops that together include more than 90 pieces priced about $14.95 to $179.95, with a second release set for Sept. 24.
• Kelce served as creative director and said he kept the project under wraps for nearly a year, emphasizing hands-on input from design through sample selection and graphics.
• The launch ad features six athletes — Azzi Fudd, Suni Lee, Drew Allar, Jeremiah Smith, Kiyan Anthony and Anna Frey — with broader promotion spanning social, connected TV, out-of-home in Kansas City and a podcast tie-in with The Ringer.
• The announcement arrived within 24 hours of Kelce and Taylor Swift revealing their engagement, drawing wide attention to the campaign and tapping into their proven commercial pull.
• American Eagle shares rose in intraday trading — reported up roughly 5% to nearly 9% — as the retailer moves past July’s Sydney Sweeney controversy and leans into talent-driven marketing to court Gen Z.