Newly Engaged Travis Kelce Is Teaming Up With American Eagle

There’s good timing, and then there’s American Eagle’s latest marketing moment.

The brand on Wednesday announced a limited-edition collaboration with Tru Kolors, the sportswear brand founded by Travis Kelce in 2019. AE X Tru Kolors by Travis Kelce will feature over 90 garments, including varsity jackets, rugby polos and graphic T-shirts and hoodies.

The partnership was always going to make a splash with American Eagle’s young customers. But its launch less than 24 hours after the Kansas City Chiefs tight end revealed his engagement to Taylor Swift guarantees maximum attention.

Swift and Kelce’s joint Instagram post announcing the happy news has racked up over 30 million likes. Kelce has achieved mainstream stardom as a three-time Super Bowl winner and co-host of the chart-topping sports podcast “New Heights,” alongside older brother Jason Kelce, centre for the Philadelphia Eagles — and even hosted “Saturday Night Live” in 2023. He quickly found favour among a new audience — Taylor Swift’s fanbase, or the “Swifties” — after his relationship with the musician went public in September 2023.

The Kelce collaboration also allows American Eagle to change the conversation. The brand’s July ad starring Sydney Sweeney sparked a national debate, with online commenters, celebrities and politicians — including President Donald Trump — weighing in on whether its “good jeans” tagline had racist undertones.

American Eagle’s business doesn’t appear to have suffered from the controversy. Its share price is up roughly 20 percent since mid-July, and rose another 6 percent on Wednesday after the Kelce collaboration was announced.

Starring alongside the Kansas City Chiefs tight end in the campaign are fellow athletes, including basketball guards Azzi Fudd and Kiyan Anthony, wide receiver Jeremiah Smith, tennis player Anna Frey, quarterback Drew Allar and gymnast and 2020 Olympic all-around gold medalist Sunisa Lee.

AE x Tru Kolors, which is priced between $14.95 and $179.95, will be released in two drops on Aug. 27 and Sept. 24.

Learn more:

For American Eagle, Is the Attention Worth the Controversy?

A social media stir accusing the brand’s fall campaign featuring Sydney Sweeney of having “Nazi” undertones caused the retailer — for better or for worse — to regain social media mindshare.