Travis Kelce, American Eagle launch collaboration featuring Jeremiah Smith, Azzi Fudd, Drew Allar, more

American Eagle and Travis Kelce are joining forces for a new limited-edition collection. They are also calling in some NIL star power as part of the campaign.

Ohio State wide receiver Jeremiah Smith, UConn forward Azzi Fudd and Penn State quarterback Drew Allar are among the impressive list of athletes to promote Kelce’s Live to Play collection. North Carolina tennis commit Anna Frey, Syracuse guard Kiyan Anthony are also on board, as is former Auburn gymnast and Olympic medalist Suni Lee.

The athletes will promote Kelce’s Tru Kolors collection – his sports and lifestyle brand built around the intersection of sports, fashion and culture. It debuted Wednesday, featuring more than 90 pieces priced between $14.95 and $179.95. Another drop will take place Sept. 24.

“I’ve had to keep my excitement about this collab under wraps for nearly a year,” Kelce said in a statement. “It was an awesome opportunity to team up with an established brand where both sides were excited to truly collaborate on every decision in the design and creative process that brought the ‘AE x TK’ collection to life.

“I started Tru Kolors in 2019 on the foundation of showing up authentically and having fun with style, and we wanted this collab to reflect that same energy. I want everyone to feel like there is something for them in the collection, something they can feel good in and make their own. I’m excited for it to finally be out in the world.”

American Eagle brings in NIL star power

Travis Kelce and AE brought out some of the top names in college sports to headline the collaboration. Jeremiah Smith and Drew Allar are both preparing to kick off the 2025 football season for Big Ten contenders, and their marketability is skyrocketing.

Smith’s $4.2 million On3 NIL Valuation ranks No. 3 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation. Allar’s $3.1 million On3 NIL Valuation ranks No. 9.

Additionally, Azzi Fudd – fresh off a national championship at UConn – sits No. 12 in the Women’s NIL 100 after opting to return for one more year in Storrs. Kiyan Anthony is preparing for his freshman year at Syracuse, and his $1.1 million On3 NIL Valuation is among the top in men’s basketball.

A viral sensation on the tennis court, Anna Frey committed to North Carolina and emerged as a rising star in the NIL space. She has a $681,000 On3 NIL Valuation, which ranks in the Top 10 of the Women’s NIL 100.

“American Eagle and Travis Kelce were destined to collaborate. An iconic brand teaming up with one of the greatest athletes of our generation – that’s what I call a win,” said Jennifer Foyle, American Eagle’s President and Executive Creative Director, in a statement.

“AE and Tru Kolors are rooted in optimism, self expression and confidence–and we share a passion for empowering everyone to feel like their true self when wearing our products. Travis’ infectious energy and dedication to every aspect of the collaboration brought a refreshing spirit to the team, inspiring us to explore bespoke fabrics and fits to showcase this collection through his distinct style and perspective.”