If you weren’t paying attention, you might have missed the point at which the NFL stopped being just a sport and became more of a cultural institution. Not just one game or a video that went viral made it happen. Slowly at first, then all at once, that’s how most cultural changes happen.
American football had a weird place in the world of brand culture for a long time. It was like basketball when it came to sneaker deals and streetwear. Soccer sated people’s desire for style and identity around the world. Tennis had a classy, elegant look to it. On the other hand, the NFL had huge men wearing helmets, which was powerful but not exactly the easiest thing for a menswear designer to work with. For a long time, fashion stayed away from the sport because of how masculine it looked. That gap is getting smaller quickly.
Before Super Bowl LIX in New Orleans earlier this year, there was a clear sign that something had changed. BODE is a well-known and expensive menswear brand in New York. Together with GQ Magazine, they announced the GQ Bowl, a fashion event that will happen before the game. Among other things, Bode had built a customer base that was more than half women at one point. That brand’s choice of the NFL as its cultural backdrop really showed how the league is seen in the fashion world right now.
It’s hard not to notice how fast things have changed. A few years ago, the NFL’s fashion sense was mostly limited to what the halftime performer wore. People on the internet spent days analyzing Rihanna’s bright red Salomon x MM6 Maison Margiela sneakers and custom Alaïa puffer when she performed in 2023. It was a big win for Salomon, a brand that Adidas had quietly thrown out before, and it showed what Super Bowl exposure could do for a company that was willing to stay in business.
The NFL’s sheer size is part of what makes it such a good place to be right now. Out of the four major American professional sports leagues, the NFL brings in more money than the NHL and NBA put together. Before the pandemic, the NFL made about $16 billion, while the NBA made about $8.76 billion and Major League Baseball made about $10.7 billion. Even though they only play 17 regular season games and maybe four more in the playoffs, they are the most profitable league. It turns out that lack makes people hungry. It feels like every game is important, and it usually is.
A salary cap and revenue sharing have kept the league very competitive. Teams can’t just spend their way to a dynasty like some wealthy soccer clubs can. Fans in all 32 markets stay interested in the season because of this structural parity, which in turn keeps advertisers and brands interested. The Super Bowl is still the most-watched TV show in the United States every year. For fashion brands, getting their products seen at that time without having to pay millions of dollars for a 30-second ad is a very appealing idea.
In the last 18 months or so, things have changed: the interest has grown past February. Now, designers and brands see the NFL as a cultural property that can be used all year. They are making limited collections, hosting events, and working directly with players who have become style-conscious in their own right. A new group of NFL players has come up that clearly cares about fashion, and the league has quietly put money into the systems that will support that. It’s making the sport see something it hasn’t seen before.
There’s still a feeling that this is just the beginning. It’s not clear how deeply the fashion world will connect with football culture after the novelty wears off. But the NFL reportedly wants to make $25 billion a year by 2027. It also wants to play games in Mexico, England, and Germany, which will boost its global reach and attract even more fans.
Now seems to be the best time for brands that want to reach that audience and get a piece of whatever the NFL becomes next.
