American Eagle launched first-ever limited edition collaboration with Tru Kolors by Travis Kelce
American Eagle Outfitters has launched a debut limited edition collection with Tru Kolors by Travis Kelce_ the sportswear and lifestyle brand from the American football tight end player. The collection launch comes a day after news broke of the Kansas City Chiefs footballer_s engagement to artist Taylor Swift.
More than a year in the making_ the new AE x Tru Kolors by Travis Kelce collection “merges fashion_ sports and culture_” aligning the denim brand with one of the most well-known faces in football and entertainment_ according to a press release from the brand.
American Eagle bebuts AE x Tru Kolors collection with Travis Kelce a day after engagement to Taylor Swift
“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_” said Travis Kelce_ in a statement.
“I started Tru Kolors in 2019 on the foundation of showing up authentically and having fun with style_ and we wanted this collab to reflect that same energy. I want everyone to feel like there is something for them in the collection_ something they can feel good in and make their own. I_m excited for it to finally be out in the world.”
Kelce_ who serves as Creative Director for Tru Kolors_ oversaw every aspect of the collaborative collection development with his and AE teams. Guided by his _live to play_ philosophy_ Kelce was involved in everything from design and fabric choices to colors_ fits_ and graphics_ resulting in a collection that reflects both his and AE_s commitment to creating confident_ versatile pieces with purpose and personality.
“American Eagle and Travis Kelce were destined to collaborate. An iconic brand teaming up with one of the greatest athletes of our generation - that_s what I call a win_” said Jennifer Foyle_ President and Executive Creative Director at American Eagle Outfitters_ in a statement. “AE and Tru Kolors are rooted in optimism_ self-expression_ and confidence–and we share a passion for empowering everyone to feel like their true self when wearing our products.”
“Travis_ infectious energy and dedication to every aspect of the collaboration brought a refreshing spirit to the team_ inspiring us to explore bespoke fabrics and fits to showcase this collection through his distinct style and perspective.”
Kelce turned to his network of friends and fellow athletes_ such as tennis talent Anna Frey_ basketball stars Azzi Fudd and Kiyan Anthony_ quarterback Drew Allar_ top wide receiver recruit Jeremiah Smith_ and Olympic gymnast Suni Lee_ to star in the campaign for the AE x Tru Kolors by Travis Kelce collection.
The 90-piece collection will be released in two drops_ one today_ August 27_ and the second on September 24. With prices ranging from 14.95 to 179.95 US dollars_ the AE x Tru Kolors by Travis Kelce collection draws on Kelce_s distinctive style. It includes elevated everyday essentials and reimagines classic silhouettes into bold_ confident statements.
Highlights in the collection include vintage-inspired heavyweight tees_ updated varsity jackets_ cricket sweaters_ rugby polos_ utility cargos_ soft chenille and cashmere sets_ and bespoke graphics. The campaign will roll out globally with high-impact placements across social media and out-of-home advertising_ including visibility through the Chiefs.
The new collection launch comes a month after American Eagle faced public backlash over its marketing campaign with actress Sydney Sweeney. The campaign included a video (which has now been removed by American Eagle) with the tagline_ “Sydney Sweeney has great jeans_” which some found to be a problematic reference to eugenics and promoting racial superiority.
Critics highlighted that the ad_s pun_ swapping _genes_ for _jeans__ echoed eugenics language_ particularly as it paired descriptions of a white woman_s hair and eye color with phrases tied to racist ideologies once promoted by the Nazis. Further adding to the controversy_ President Donald Trump praised actress Sydney Sweeney_ writing in a Truth Social post early in August: “Sydney Sweeney_ a registered Republican_ has the HOTTEST ad out there…Go get _em_ Sydney!”
American Eagle has since defended the advert_ stating on August 1 that the campaign “is and always was about the jeans_” and it will continue to “celebrate how everyone wears their AE jeans with confidence_ their way. Great jeans look good on everyone.”