After the controversy surrounding Sydney Sweeney, the brand makes a bold comeback by choosing Travis Kelce, the new cis, hegemonic male figure, as its face.
2025 continues to be the year of Travis Kelce. Following his engagement to Taylor Swift, the Kansas City Chiefs tight end unveils a new chapter as creative director of AE x Tru Kolors by Travis Kelce, a special collaboration between American Eagle and his own lifestyle brand.
The brand’s move comes shortly after the backlash generated by its campaign with Sydney Sweeney, criticised on social media for the slogan “Sydney Sweeney Has Great Jeans.” Now, American Eagle is aiming to regain ground by betting on another high-profile figure: a cis, mainstream male who embodies the cultural power of American sport.
The collection, launching in two drops (27 August and 24 September), features over 90 pieces that fuse elevated essentials with a sporty, urban spirit. Expect vintage-inspired T-shirts, reimagined varsity jackets, rugby polos, cricket sweaters, cargo trousers, cashmere co-ords and plush chenille pieces. Prices will range from $14.95 to $179.99.
“I wanted each piece to reflect authenticity and the fun of style, something anyone can make their own and feel good in,” Kelce explained about the project, in which he was involved throughout the creative process, from fabric selection to silhouettes.
The launch is accompanied by a striking campaign fronted by young athletes including Anna Frey, Azzi Fudd, Drew Allar, Kiyan Anthony, Jeremiah Smith and Olympic gymnast Suni Lee, who praised the comfort and confidence the pieces convey.
With this collaboration, American Eagle steps back into the spotlight, reaffirming its strategy of leaning on high-profile celebrities, while harnessing Kelce’s influence as a sports and cultural icon for Gen Z.
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