French lifestyle brand Sweet Pants has unveiled an exclusive collaboration with the NFL to celebrate the league’s arrival in Paris.
Facilitated by IMG Licensing, the NFL’s licensing agency, the partnership brings together sport, fashion and contemporary culture, with Paris as its playground.
At the heart of the partnership is a limited edition collection that reinterprets the style of American football and NFL teams through Sweet Pants’ signature lifestyle aesthetic. The result is a contemporary take on NFL apparel that captures the energy of the game through a distinctly French lens.
The launch comes at a landmark moment for the NFL in France, as Paris prepares to host its first ever NFL regular-season game, with the Pittsburgh Steelers facing the New Orleans Saints at the Stade de France on Sunday 25 October.
“With NFL × Sweet Pants, we wanted to go beyond a traditional sports collaboration and create a genuine meeting point between American football, fashion and contemporary culture,” commented Benjamin Kalfon, founder and artistic director at Sweet Pants. “The NFL has an incredibly powerful visual identity, and we’ve reinterpreted its iconic codes through the Sweet Pants universe, from our silhouettes to our take on lifestyle. Paris was the natural place to bring this story to life, as the city welcomes the NFL for its historic first game.”
Salha Latif, vice president of international consumer products and licensing at the NFL, continued: “The NFL’s identity reaches far beyond the stadium, and this collaboration captures that perfectly. Sweet Pants has brought its unique Parisian flair to the NFL’s visual codes, turning them into something fresh and wearable for French fans in France. Launching the collection in the build-up to our first regular-season game in France makes this a truly special moment for fans of both football and fashion.”
To mark the launch, NFL × Sweet Pants will take over a dedicated space at Galeries Lafayette Paris Haussmann for four weeks, giving the collection a home in one of the city’s most storied retail destinations.
Conceived as an immersive space where fashion, football and culture meet, the pop-up invites visitors to discover, try on and shop the collection in an environment created specifically for its Paris debut. The collection will also be available across France in 15 Sweet Pants stores, 12 concessions in Galeries Lafayette and online at sweet-pants.com.
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