Kyle Smith, the NFL’s fashion editor, is spearheading the league’s efforts to integrate fashion into the world of professional football. Hired last fall, Smith has been instrumental in forging collaborations between the NFL and various brands, ranging from luxury labels like Veronica Beard to mainstream retailers such as Abercrombie & Fitch and Breitling. This initiative aims to broaden the NFL’s appeal and connect with a wider audience by showcasing the personalities and interests of its players beyond their on-field performance.
One notable example of this fusion is the partnership between Hellmann’s mayonnaise and designer Daniel Silverstein (Zero Waste Daniel). Smith styled pieces from Silverstein’s recycled-material collection for New York Giants linebacker Kayvon Thibodeaux, who showcased the attire at the Giants’ season-opening game. This unexpected collaboration highlights the potential for fashion to transcend traditional boundaries and engage with diverse industries.
In an interview, Smith emphasized that his role is not to fundamentally alter football but to leverage fashion as a platform for athletes to express themselves and connect with fans on a deeper level. He observed that NFL players possess diverse interests and stories that extend beyond their athletic achievements. Fashion provides an avenue for fans to learn about players’ personalities, values, and passions, fostering a sense of connection and inclusivity.
Smith measures the success of these campaigns by their cultural impact, prioritizing inclusivity and ensuring that football is perceived as a sport for everyone. He aims to create an environment where all individuals feel welcome and represented within the NFL community. Smith’s personal journey, from being intimidated by football players to collaborating with them professionally, underscores his commitment to fostering inclusivity and breaking down traditional stereotypes.
In other industry news, Dick’s Sporting Goods’ acquisition of Foot Locker has been finalized, with Ed Stack assuming leadership of Foot Locker’s global operations. Furthermore, Adidas is expanding the reach of Anthony Edwards’ signature basketball shoe, the AE 1, by transforming it into a football cleat. Jacksonville Jaguars rookie Travis Hunter debuted the AE 1 cleats in his first NFL game, demonstrating the potential for cross-sport collaborations and extending the lifespan of popular footwear designs.
Former Nike executive Ann Hebert (formerly known as Ann Hebert), who resigned in 2021 following a controversy involving her son’s sneaker reselling business, has been hired by Foot Locker. Despite the past controversy, her extensive experience at Nike, where she rose to the position of Vice President in the North American division, makes her a valuable asset for Dick’s Sporting Goods as they aim to strengthen Foot Locker’s position in the retail market.
The article also highlights ongoing developments in the sportswear industry, including the resolution of the legal dispute between Nike and StockX, Nike’s focus on female athletes and the growing market for women’s sportswear, and the expansion of the resale market into offline channels. Additionally, the piece touches upon global fashion business news, such as China’s response to Dior, the pause of South African Fashion Week, and the rise of female viewership in Formula 1.
