In response, the National
Football League last year delivered its most-comprehensive sporty yet fashionable
women's collection. Showcased last fall in its first dedicated campaign to
apparel for women, "Fit for You," the stylish
looks include off-the-shoulder tops, capri pants, vintage T-shirts and boot-cut
jeans. But beyond some edgier looks, the collection's overall push was to showcase
a better use of fabrics, colors, and silhouettes that flatter women of all
ages and sizes.
The new look is epitomized by the success of the Touch collection from the actress Alyssa Milano. First launched in 2008, the collection features animal print T-shirts, fleece sweatshirts, fitted jerseys and jackets.
"When I look at what women are wearing now, they are trying to be fashionable and yet show they are fit," Mark Waller, the chief marketing officer for the NFL, told the New York Times. The campaign aims for women ages 20 to 40 who are active, family-oriented and casual or avid fans of football. The NFL said women represent more than 40 percent of its fan base.
The overall NFL collection also includes flip flops, jewelry, scarves, maternity clothing, nail polish kits, yoga mats, watches and purses.
The launch was supported with an extensive ad campaign illustrating the new approach. Print ads that ran in Shape, InStyle and People featured headlines like, "Who Says Football Isn't Pretty?" "This Ain't Your Daddy's NFL Wear," and "Finally. Love Your Team Without Looking Like You're on It."