When Taylor Swift announced her engagement to Travis Kelce this week, fans got more than just a ring reveal. Within 24 hours, the Kansas City Chiefs star unveiled a new collaboration with American Eagle, complete with the camo fits and earthy tones that define Kelce’s personal style.
Litman thinks, yes.
“Their relationship has consistently moved markets,” Litman said. “Having the Taylor Swift halo on the Travis Kelce deal will certainly be seen as a positive. I’d be shocked if the market didn’t react favorably.”
For American Eagle, the bet is clear: If Swift can introduce the NFL to millions of young women, Kelce might be able to return the favor by pulling her fandom into retail, Litman added.
Some critics may see the rollout as too perfectly timed. But in today’s advertising-heavy marketplace, the line between authentic and engineered may not matter, Litman said.
“Honestly, I’ve sort of stopped asking the question, ‘Is it authentic?’” the strategist said. “In a world where we know there’s an underlying commercial component to everything, it almost doesn’t matter. What matters is if her fans and his fans are excited and enjoying the moment.”
