And, over the past few months, a myriad of NFL-adjacent celebrities have made the sport fashionable. There’s Taylor Swift, of course, whose stadium street style has spotlighted brands like Baublebar and Paige. She also turned to Wear, an athleticwear label by sports reporter Erin Andrews, and designer Kristin Juszczyk, who creates upcycled clothes from vintage NFL merch. Influencer Alix Earle, dating Miami Dolphins’ player Braxton Berrios, has also taken on football fashion, sourcing vintage Dolphins merch, as well as sporting blue-themed outfits at the stadium. Gymnast Simone Biles, who is married to Green Bay Packers’ player Jonathan Owens, has also gathered attention for her game day fits, which have included Packers-themed jackets by labels like Bro Denim and MVP Bae. Their combined fashion flexes have had a big impact on consumer interest for football fashion. On Klarna, for example, the top breakout NFL searches for 2023 include “Packers” and “NFL Taylor Swift merch.”
