Fashion Football: NFL Targets Women
The National Football League (NFL) is aiming to capture its 45% female fan base with a new fashion-led marketing campaign. Created by global advertising and marketing agency Grey Group, the promotion features merchandise modelled by powerful women such as former US Secretary of State Condoleezza Rice, American tennis superstar Serena Williams and former model Melania Trump.
The advertising campaign, featured in American fashion and lifestyle magazines, was styled by Tiina Laakkonen from Vogue Japan and shot by renowned fashion photographer Daniel Jackson. The ads merge NFL apparel with high-end fashion, such as shoes by Malaysian designer Jimmy Choo and French designer Christian Louboutin, as well as accessories from French luxury brand Hermès. A limited-edition T-shirt designed by New York-based luxury fashion label Marchesa will also debut in September 2012.
The NFL launched its first women’s collection in 2010, which consisted of slightly reworked team jerseys. The new line boasts more femininely fitted designs and stylised team logos. Rhiannon Madden, NFL’s director of apparel, told fashion site Women’s Wear Daily: "We want to show that you can be a fan by what you wear to work, going to the gym or out at night with girlfriends. It's also a message of empowerment. It's your team – not your guy's team.”
Read more about the opportunity for providing stylish, fashion-forward apparel for the growing female sportswear market in Ones to Watch: Women’s Sportswear Brands.