On August 27, American Eagle Outfitters, Inc. announced the launch of “AE x Tru Kolors by Travis Kelce”, a limited-edition collaboration with Tru Kolors, the sportswear brand founded by football star Travis Kelce. More than a year in the making, this collection merges fashion, sports, and culture—bringing together the No. 1 denim brand among Gen Z with one of the most prominent athletes in entertainment today.
The collection will be released in two drops, on August 27 and September 24, featuring over 90 items ranging from $14.95 to $179.95. Highlights include heavyweight vintage-inspired T-shirts, reimagined varsity jackets, cricket sweaters, utility cargos, and elevated sets in cashmere and chenille. While grounded in American Eagle’s classic DNA, each piece reflects Kelce’s signature energy and style.
Speaking about the collaboration, Kelce stated, “I’ve had to keep my excitement about this collab under wraps for nearly a year. It was an awesome opportunity to team up with an established brand where both sides were excited to truly collaborate on every decision in the design and creative process that brought the ‘AE x TK’ collection to life.”
The campaign features a new generation of athletes, including rising tennis star Anna Frey, elite basketball guard Azzi Fudd, quarterback Drew Allar, the nation’s top wide receiver recruit Jeremiah Smith, leading basketball prospect Kiyan Anthony, and Olympic gold medalist gymnast Suni Lee. Each embodies the spirit of “Live to Play.”
On Wednesday morning, American Eagle’s stock rose about 5% in early trading. Coincidentally, the timing came just a day after Kelce announced his engagement to singer Taylor Swift, creating a synergistic impact between the two news stories.
This partnership also follows American Eagle’s collaboration with actress Sydney Sweeney in July. That campaign—built around the wordplay of “good jeans” and “good genes”—sparked debate online for being tone-deaf, yet captured widespread attention and ultimately contributed to a rally in the company’s stock price.
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