Overview

• The limited-edition line debuts today with more than 90 pieces priced from $14.95 to $179.95, with a second drop set for Sept. 24.
• Kelce led the design process as creative director, shaping fabrics, color palette, silhouettes and graphics.
• The “Live to Play” campaign features athletes Anna Frey, Azzi Fudd, Drew Allar, Jeremiah Smith, Kiyan Anthony and Olympic gold medalist Suni Lee.
• American Eagle is backing the launch with a social blitz, out-of-home ads in and around Kansas City, a partnership with The Ringer and broader digital/CTV buys.
• The partnership was in discussion since June 2024 and arrives a day after Kelce and Taylor Swift publicly announced their engagement, amplifying attention on the rollout.