By Mark Seavy 

While traditional t-shirts, hoodies, and headwear will likely drive the bulk of sales for the Super Bowl 59 matchup between the Kansas City Chiefs and the Philadelphia Eagles, more fashion-forward offerings are very much in the line-up. 

The fashion industry’s focus on football, and the Super Bowl specifically, has been picking up speed for years. But it reached new heights in 2024 when pop star Taylor Swift attended the event wearing a custom jacket designed by Kristin Juszczyk, wife of San Francisco 49ers running back Kyle Juszczyk, that was inspired by the singer’s boyfriend and Chiefs tight end Travis Kelce. Juszczyk’s designs went viral on social media and landed her a licensing agreement with the NFL for men’s and women’s apparel. 

Building on that momentum, the fashion business has broad plans for this year’s game. 

Luxury womenswear label Veronica Beard dropped jackets for all 32 NFL teams that sell for $599 each, while retailer Abercrombie & Fitch’s A&F X NFL collaboration, which includes sweaters, sweatshirts, sweatpants, t-shirts, and caps, is gaining popularity as game day approaches. Sportscaster Erin Andrews, meanwhile, launched a Super Bowl LIX leather jacket created with fashion designer Rebecca Minkoff as part of her Wear by Erin Andrews collection.  

Rapper Kendrick Lamar—who is performing during the Super Bowl’s halftime show with singer-songwriter Solána Imani “SZA” Rowe—unveiled a t-shirt ($55) and hoodie ($140) made with a Super Bowl 59 graphic. And lifestyle and accessories brand Stony Clover Lane partnered with ’47 Brands to launch New Orleans-inspired t-shirts, hoodies, tank tops, and caps. 

At the same time, many brands outside apparel are paying homage to the annual game and generating sales as a result. 

Legends’ NFL Shop, the official merchandise store inside the Ernest N. Morial Convention Center in New Orleans, is sharing space with pop-ups from local businesses. The NFL Shop posted a 24% increase in sales during the Super Bowl last year, which took place in Las Vegas. 

In New Orleans, Mike Serio’s Po-Boys was the city’s only restaurant licensed for the Super Bowl, while P.J.’s Coffee House will close for business Tuesday night to serve as a merchandise pop-up store for the game. Davenport, Iowa-based t-shirt and souvenir store Raygun designed its own merchandise to recognize former University of Iowa football player Cooper DeJean, who is a Philadelphia Eagles cornerback and kick returner, with a “The Cooper Bowl” t-shirt. 

Off the field, Miami Heat President and former NBA coach Pat Riley struck a licensing deal with the Kansas City Chiefs for his “Three-Peat” trademark for use by Fanatics in the event that the team wins a third straight Super Bowl. Riley obtained the trademark in 1989 while he was coaching the Los Angeles Lakers. 

“Everyone wants to cash in on the Super Bowl and licensing is a key part of that, but whether any of this has any impact beyond the big game is always up to the whims of consumers,” a licensing executive said.