As the NFL season kicks off, a wave of fashion collaborations and campaigns are bringing sports culture deeper into the style conversation. From streetwear capsules to luxury outerwear, brands are leaning into the league’s cultural influence to connect with fans and fashion-forward consumers alike.

Pacsun

Pacsun and designer Aleali May have launched the second iteration of their NFL x Aleali May collection. The limited-edition unisex lineup features graphic tees and hoodies with boxy, oversized silhouettes, thicker cotton fabrications, and a distressed wash on tees. Double-sided prints nod to May’s bold design approach, with the lineup representing 10 teams, including the Rams, 49ers, Raiders, Cowboys and Eagles.

“I designed these pieces to carry the spirit of the game, but in a way that feels effortless and everyday. It’s about creating styles that connect team pride to personal style,” May said. The collection launched September 16 in Pacsun stores, online, at team retail and on NFLShop.com, with tees retailing at $45 and hoodies at $80.

Off Season

Luxury sportswear brand Off Season, founded by Kristin Juszczyk and Emma Grede, is expanding its cult NFL puffer collection. Following the success of its playoff-season debut, the new drop adds seven teams, including the Chicago Bears, Seattle Seahawks and Washington Commanders, to the original roster. Prices range from $285 for vests to $485 for long jackets, all crafted in premium fabrics with water-resistant finishes. The collection launched September 16 and is available for the first time at select Nordstrom stores and nordstrom.com.

“At Off Season, our goal has always been to push the boundaries of sports-inspired apparel,” said Grede. “With the new puffer line and all the additional teams added we’re excited to redefine how so many teams show up in fashion.” 

Under Armour

Under Armour debuted a new campaign earlier this month, “We Are Football”, positioning the company as both a performance innovator and cultural player in the sport. The campaign stars Justin Jefferson, NFL wide receiver for the Minnesota Vikings, and Diana Flores, a global ambassador for women’s flag football, alongside other athletes, with rapper Gunna bringing music crossover appeal. The initiative highlights UA’s signature gear such as HeatGear and Blur Pro Cleats, as well as its new collaboration with Mansory.

“Born on the football field, Under Armour’s mission has always been to make athletes better and push the game forward. That foundation set the stage for We Are Football – a campaign that comes to life on the field, highlighting the athletes, products, and culture driving the sport today,” said Tyler Rutstein, SVP, global brand & Americas marketing at Under Armour.

Fabletics

Activewear brand Fabletics announced its first professional athlete ambassadorship with Cincinnati Bengals wide receiver Ja’Marr Chase. Chase will join Kevin Hart as a face of Fabletics Men, a $300 million division launched in 2020. His first collection is slated for early 2026.

“I’ve always been a fan of Fabletics because we both believe confidence and fashion go hand in hand. Their gear not only performs at the level I need, but it also has a bold look that helps me stand out, no matter what I’m doing, 24/7. This partnership is about turning my vision into a style that inspires everyone,” said Chase.