NFL Launches Women's Apparel

  • September 9, 2011
The National Football League, recognizing that women make up about 44% of fans, has created a line of women's team apparel. The league has brought in L.A.-based Ignite, to create a digital experience based around team fashion rivalry, for the NFL's new "Fit for You" line of women's clothing.

The effort centers on a microsite featuring two sections for women: one on Rivalry Fashion and the second on gameday party attire.

The "Rivalry Fashion" section features two models meant to represent fans of opposing NFL teams. The attire reflects real games happening when visitors are on that site. Each are wearing clothes with their teams' logos. The site is set up so that by rolling over with a cursor visitors to the site can make purchases via the NFL's ecommerce site.

The Gameday Party section is an immersive experience that builds on the rivalry theme each week, and offers tips, recipes and a promotional contest so fans can throw fabulous turn-key gameday parties. The microsite will also feature styling tips, workout information, details about the team's rivalry and video outtakes of the women modeling the clothes, among additional content.

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