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Season two of the NFL women’s apparel campaign has kicked-off and the league has recruited a new group of NFL wives and daughters to model the latest offerings. For the second consecutive year, the campaign aims to showcase ladies’ fan gear in a different light. A variety of ensembles for football loving females are featured in the campaign, highlighting fashion-forward ways to wear team attire on gameday and beyond.

The league has finally come to recognize the importance of the female fan and their desire for apparel that balances both feminine and sporty characteristics. The “pink it and shrink it” mentality has been replaced with items that merge team colors and logos with flattering fits and runway trends. New to the NFL Women’s Apparel collection this year are NFL Team Apparel team-branded denim skirts, rain and winter boots from Cuce’ Shoes, high-end bags from Moda and jewelry such as stackable rings, bangle bracelets and chandelier earrings. You can check out the complete line at NFLShop.com.

The digital home for the campaign is NFL.com/women. The destination features women’s apparel in the form of “rivalries,” a Q&A; with designers and a weekly NFL “Homegating” blog full of tips and recipes. To complement the campaign’s digital presence, a new round of print ads will debut in October magazines such as Lucky. Meant to mimic a high-fashion magazine spread, the ads showcase the versaility of products which can be dressed up or dressed down and tailored to each fan’s personal style. From a suit to a floppy hat to a faux-feather jacket, there are numerous ways to stylize a simple NFL tee.

“The shoot was set up the way a fashion magazine would conduct a shoot, so we brought in Daniel Jackson, who is a high-fashion photographer,” said Tracey Bleczinski, vice president of consumer products for the NFL. “We brought in a stylist … as well as a glam squad – the hair, the makeup, the nails. So it really was a similar experience to what a supermodel might experience.”

In addition to the fashion focus, the ads also celebrate a variety of NFL rivalries, in the form of geographic rivalries, division rivalries and sibling rivalries. Here’s a preview:

(Gwen Reese, wife of New York Giants General Manager Jerry Reese & Suzanne Johnson, wife of New York Jets Owner Woody Johnson)

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(Sarah Harbaugh, wife of San Francisco 49ers Head Coach Jim Harbaugh & Ingrid Harbaugh, wife of Baltimore Ravens Head Coach John Harbaugh)

(Tanya Snyder, wife of Washington Redskins owner Dan Snyder & Charlotte Jones Anderson, Dallas Cowboys EVP Brand Management and daughter of Cowboys owner Jerry Jones)

(Anna, Emily & Katie Murphy, daughters of Green Bay Packers President & CEO Mark Murphy)

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There is 1 comment on this post. Join the discussion!

smpayne2 says:

I really like the idea that you had the NFL head coaches wives or family members in the photos representing the teams. I like how you pointed out that NFL is really trying to bring women into the sport and involve them in the fashion outlook.

Tuesday, October 4, 2011 at 8:16pm EDT

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