• by Sarah Mahoney , Yesterday

Football season hasn’t even kicked off, but brands are already suiting up their fashion rosters. American Eagle is banking on a Travis Kelce capsule, Joe Burrow is back with Alo Yoga, and Arch Manning, who hasn’t even had his first start for Texas, just inked a three-year pact with Warby Parker.

Manning has worn glasses since he was three, and Warby Parker will debut new ads featuring him and his father, Cooper Manning, during the Longhorns’ season opener — also Arch’s debut as quarterback. Over the course of the deal, the New York–based brand plans new eyewear collections and Austin-based activations for its Pupils Project, a school vision initiative.

Resting a big deal on such unproven shoulders might seem like a risk, but for Warby Parker, it’s a bet not just on Manning’s arm but on his lineage. As the nephew of Eli and Peyton and grandson of Archie, he brings the Mannings’ rare combination of QB pedigree and marketability.

For American Eagle, the launch of AE X Tru Kolors — a limited-edition line collaboration from Kelce’s lifestyle brand — includes 90 pieces, priced from $15 to $180. It’s part of the retailer’s new “Live to Play” campaign, which also highlights tennis rising star Anna Frey, basketball guard Azzi Fudd and Jeremiah Smith, the nation’s No. 1 wide-receiver recruit. The timing couldn’t be flashier: the collaboration was announced just a day after Kelce and Taylor Swift revealed their engagement, and only weeks after AE stood by its controversial Sydney Sweeney campaign, despite accusations of racist undertones.

Meanwhile, Burrow, the Cincinnati Bengals quarterback, is expanding his Alo Yoga partnership with the launch of Conquer Collection, an athleisure line built around his image as one of the league’s most style-savvy players. Alo leans hard into his “calm under pressure” persona, framing the range as focused and built for the long game. Burrow first linked up with the brand last year, promoting its running shoes.

One deal is business as usual. Three in a week? That’s a trend — or at least enough to fill a fashion huddle.