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.

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