Sideline Style: How NFL Players and WAGs Are Transforming Game Day Fashion

Written by Stephanie Beeching

In a plot twist as unexpected as a last minute touch-down, the fashion world is seeing a surge in NFL-inspired looks. In the past, it was a unique occurrence to see NFL players admired for their iconic style. However, NFL greats such as Joe Namath and John “Frenchy” Fuqua come to mind when considering football legends who set trends and made incredibly bold fashion statements. Both were fashion trailblazers, ahead of their time.

Today, game day has become a stylish event for players and fans alike. NFL superstars like Cam Newton, Joe Burrow, and Justin Jefferson often arrive at the stadium in looks that could rival a runway show. 

Now, wives and girlfriends (WAGs) are also realizing this huge opportunity to expand their reach and tap into a larger audience. Many are now impressively paving their own stylish way, blending their love for fashion with the high-energy world of professional sports. With the Super Bowl just around the corner, there has never been a better time for the football fan who loves fashion.

Left, Joe Namath on the Jets sidelines,1971. Right, Pittsburgh Steeler John “Frenchy” Fuqua, 1973.  Images via NPR.com and The Sporting News 

Apparel and The NFL

NFL apparel has evolved from the simple fan gear introduced in the 1960s and 1970s. Since the 2000s, athletes have had a big impact on the fashion world. The NFL promotes a fashion-forward football culture through limited-edition team apparel and collaborations with fashion brands, celebrity influencers, and WAGs. 

The strategic embrace of fashion is evident, considering the rapid growth of their own NFL Style social media account. It’s a place where fans can get a front row seat to the infamous tunnel walk before the game and interact in a way that wasn’t possible in the past. For many, anticipation for the pre-game tunnel walk rivals the excitement for the game itself. The league is actively influencing the conversation around athletic style and player image. 

Kyle Smith, NFL Fashion Editor at Berlin Fashion Festival. Image courtesy Kyle Smith. 

The NFL’s New Playmaker

The NFL has made a bold move by hiring its first ever Fashion Editor and Content Strategist, Kyle Smith. This decision reflects the rise of collaborations between sports and fashion, along with the heightened focus on players' style. Recently, we had the incredible opportunity to talk with Kyle about his new position and get his insights on growing interest in the fusion of fashion and football. 

In discussing this emerging intersection, he shared, “I've always had a goal of working in fashion, but didn't start looking at the intersection of sports and fashion until about 2019, when I started a part time job at the NFL Network, styling the hosts and news anchors. That's when I started seeing clips of players arriving at games, walking through the tunnel in head-to-toe Louis Vuitton or fresh off the runway Gucci. It became clear that fashion was more than an interest, it was a statement for our players.” 

He then addressed a particular challenge they currently face. In the NFL, the players wear helmets, and while this is amazing for safety purposes, fans don't get the opportunity to see the players faces and to really connect with them. This is why “the NFL has started a huge initiative to include helmet-off interactions and helmet-off content.” 

“I think it's really important to make sure that everybody can see themselves in sports.” Sports have become more inclusive than ever, breaking old perceptions. Fashion plays a key role in the shift for the NFL, reflecting the personalities of the players and embracing diverse identities.  

Taylor Swift wearing various high end designer looks on game day. Images via Instyle.com, Harpersbazaar.com,  NBCnews.com, Vanityfair.com, Vogue.com.

Fashion MVPs: Taylor Swift and the WAGs are Taking NFL Fashion to New Heights

When Taylor Swift walks into Arrowhead Stadium on game day, people take notice. With a knack for pairing team colors and logos with high-fashion flare, Swift has completely transformed the stadium into her own personal runway, proving you don't have to sacrifice style to cheer for your favorite team. 

Kristin Juszczyk, wife of San Francisco 49ers Fullback Kyle Juszczyk, was an aspiring fashion designer  motivated by the lack of options. She started cutting up team jerseys to make her unique creations, including impressive corsets and bomber jackets.

After Taylor Swift donned one of Kristin’s puffer jackets at the 2024 Super Bowl, her name and styles became the talk of the town. This season, Kristin teamed up with SKIMS co-founder Emma Grede to create Off Season. The brand offers elevated apparel for NFL fans, made possible through a deal with the NFL Players Association.

Left to right: Claire Kittle, Allison Rochelle, Kristin Juszczyk, Simone Biles, and Rachel Bush. Images via Instagram.com/clairekittle, NYPost.com, Dailymail.com, People.com, Instagram.com/rachelbush 

The influence of NFL WAGs is undeniable. Olympic gold medalist Simone Biles and supermodel Olivia Culpo are regularly spotted cheering on their partners from the stands and sporting incredibly trendy game-day looks.  Others like Alix Earle (Braxton Berrios, Dolphins), Claire Kittle (George Kittle, 49ers), and Christen Harper Goff (Jared Goff, Lions) lead the way and are leveraging this opportunity to build successful personal brands. Their growing popularity and distinctive style choices are shaping fashion trends among NFL fans across the country.

Today, some of the most influential figures in football are the remarkable women who stand alongside their players. When it comes to football and fashion, it’s clear the playbook has been completely rewritten.

Left to Right: Justin Jefferson, Travis Kelce, Stefon Diggs, Joe Burrow, and Quentin Lake wearing a blend of street style and high fashion tunnel fits. Images via Instagram.com/jjettas2, Pagesix.com, Essence.com, Instagram.com/kyleforserious, Rams.com

Setting the Stage for Super Bowl Style

As the lines between sports and style continue to blur, the NFL has become a powerhouse of fashion influence both on and off the field. What was once oversized jerseys and basic fan gear has evolved into a dynamic blend of high fashion, streetwear, and personal expression. Players, their partners, and even the league itself are shaping a new era of game day fashion–one where individuality and innovation take centerstage.

With the Super Bowl right around the corner, the impact of NFL-inspired fashion is more evident than ever. From the pre-game tunnel walks to the stands filled with trendsetting WAGs, football culture is redefining what it means to dress for the occasion. As fans embrace the shift, one thing is clear: in the world of sports and style, the NFL isn’t just playing the game – it’s changing it.

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