Trend Alert – The Taylor Swift Effect: Are We Entering Our NFL Era?

• Taylor Swift’s attendance at an NFL game, and link to Chiefs player Travis Kelce, has seen sales of his jersey spike by 400%, female viewership increase by 63% and TikTok interest grow by 104%, highlighting opportunities for brands to capitalize on its virality.
• Retailers should consider their short- and long-term strategies for the trend, which is set to get even bigger. Capitalize on the buzz by interacting with fans on social platforms – as seen at ASOS. Pivot trending red color communications to Taylor/Chiefs narratives to promote products.
• Longer-term strategies should include licensing investment, already successful at Kith, whose NFL collaboration has seen 71% of products sell out in the past month. Luxury brands recognize the opportunity – BOSS released a capsule NFL range this year.
• Successful sports subcultures, such as Blokette, give legs to this trend in 2024, as the lines blur between sportswear and fashion. The football jersey received cult status this year, thanks to its streetwear and designer backing from labels such as Martine Rose, while boohooMAN’s Instagram has continued to promote its genderless appeal.
• The SS24 runway saw a small activewear presence, with minimalist sports themes the key takeaway, but note Louis Vuitton’s sports bomber styled with heels and a flowing skirt, updating the narrative with a hi/low femme approach.

The Swiftie Stats

TikTok hashtag #kansascity +104% after Taylor’s Game Appearance

Hashtags tracked across TikTok in the US saw a 104% spike in #kansascity after Swift’s appearance at the game. Interest was also 33% more than its previous peak during the team’s first game of the season.

Short-Term Strategy for Retail

1. Act Quickly and Post on Socials

Even retailers who have not invested in NFL licensing or football products can still capitalize on its current buzz. Social media posts are the quickest way to react to its virality, such as those seen at PrettyLittleThing and ASOS, who uploaded clickbait videos of Taylor at the game as well as a ‘buy her look’ influencer style post.

2. Red Edits

As red emerges as one of the biggest color trends of fall, already noting email communications from retailers including For Love & Lemons and Theory over the past month, pivot red edits this season towards a Taylor-/Chiefs-inspired narrative to help promote products.

Long-Term Strategy for Retail

1. Invest in Licensing

Licensing will be a big opportunity across genders for 2024 as the sport notes that its female audience is growing. Currently, Kith is a top stockist after the release of its collaboration with the NFL ahead of the 2023/24 season. Currently tracking 72% of products as being sold out, note the width of categories within the range, designing into more than just T-shirts, it offers technical jackets, caps bombers and shirts.

2. Tap into the Rise of Sport Subcultures

For womenswear and menswear, the trend poses an opportunity to expand into the success of sports subcultures, such as Blokette, which propelled the football jersey to cult status in 2023, thanks to designer and streetwear brands, including Martine Rose, ARIES and Wales Bonner, who all released sportswear collaborations.

3. The Power of Luxury

Luxury brands have already started to turn to sports stars to tap into new markets and audiences. Tua Tagovailoa signed with Perry Ellis this year and we expect to see the portfolio of NFL players grow in the luxury space. This also includes collaborations, noting the Boss x NFL range as being significant for the sport looking to break into this market.

Sportswear on the SS24 Runway

Appendix

Date analysis
Products in stock Oct 2, 2023 or new in over the past month.
Keyword Analysis
NFL
US & UK retailers considered
Womenswear & Menswear: ASOS, Abercrombie & Fitch, American Eagle Outfitters, Bershka, boohoo, boohooMAN, Forever 21, George at ASDA, Kith, New Look, PacSun, Pull&Bear, Urban Outfitters