The unprecedented attention on the NFL, largely fueled by the romance of Taylor Swift and Travis Kelce, meant what to wear to a game (or even to watch one at home) took on a new level of importance, inspired by the celebs and players taking on the sport with style.
This weekend’s Super Bowl match-up in Las Vegas is usually football's pop culture highlight. But this year, the unprecedented attention on the NFL, largely fueled by the romance of, the sport took over pop culture way before the final game, especially when it comes to fashion. Inspired by the celebs and players taking on the sport with style, what to wear to rep your favorite NFL team has become just as important.
Over the past season, Google saw a 115% spike in searches for “how to style a football jersey,” while searches for “NFL outfit” increased by 50% compared to the 2022 season. “With the increase in interest for NFL jerseys and merch in general, people are turning to search for information on how to rock their gameday fits,” says Google Trends analyst Annanya Raghavan.
And, over the past few months, a myriad of NFL-adjacent celebrities have made the sport fashionable. There’s Taylor Swift, of course, whose stadium street style has spotlighted brands like Baublebar and Paige. She also turned to Wear, an athleticwear label by sports reporter Erin Andrews, and, who creates upcycled clothes from vintage NFL merch.
Off-field style may be resonating the most, but players’ pre-game style is also spotlighting the NFL as a fashionable scene. Kelce’s outfits, for example, which have included everything from striped shirts and beanies to all-black looks and velvet pants, continuously go viral online. On Google, the term “Travis Kelce pre-game outfit” has become a top search term in the United States.
As the SuperBowl concludes the NFL season, it’s clear that football stadiums became a top street style scene. Will fashion’s football era go the distance?At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the edAt Refinery29, we’re here to help you navigate this overwhelming world of stuff.
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