Overview

• The first drop went live Aug. 27 with a second release set for Sept. 24, spanning 90-plus pieces priced from $14.95 to $179.95.
• Kelce served as creative director on the project, and the campaign features Azzi Fudd, Jeremiah Smith, Drew Allar, Suni Lee, Kiyan Anthony and Anna Frey.
• The push includes global social, out-of-home placements in Kansas City, a partnership with The Ringer, and connected TV advertising.
• Meta data shows the couple’s engagement post set an Instagram repost record, underscoring the scale of attention around the news.
• Shares of American Eagle rose nearly 9% after the launch and Signet Jewelers gained about 6%, as social media buzz fueled speculation about coordinated timing.