Continuing an initiative to reach out to female fans, the NFL launched its “Fit for You” collection this week.

Historically thought of as a male dominated sport, the NFL is putting attention on the ladies. Women’s sports apparel has been around for the better part of a decade, traditionally utilizing the “pink it and shrink it” philosophy.

Recognizing that females have risen to 44% of the American football fan population, the NFL opened its first pop-up retail store catering solely to females. The store, which was located in New Orleans, was only open on dates surrounding the season opener and has since shut it’s doors.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)