When a guy like Travis Kelce puts his name on something, people usually expect a quick cash grab. You know the drill: slap a logo on a generic hoodie, do a 30-second commercial, and collect the check. But the American Eagle Travis Kelce collaboration—officially dubbed AE x Tru Kolors—is actually a different beast entirely.
It’s been over a year in the making. That's a long time for a "fast fashion" partnership.
The timing was honestly wild. The collection dropped in late August 2025, literally one day after news of Kelce’s engagement to Taylor Swift broke. Whether that was planned or just the luckiest marketing break in history, the result was a frenzy. We’re talking three times the sales of a typical AE collab in a single day.
What’s Actually in the AE x Tru Kolors Collection?
This isn't just a rack of Chiefs-red jerseys. Kelce actually served as the Creative Director for the line, bringing in his own brand, Tru Kolors, which he started back in 2019. If you’ve seen Travis walk into a stadium, you know his style is... loud. It’s colorful. It’s "look at me."
For this collab, he dialed that energy into something a bit more wearable for the rest of us.
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The drop included over 90 pieces. The vibe is very "varsity-core" meets 90s streetwear. Think heavyweight vintage-inspired tees that actually feel thick, cricket sweaters, and rugby polos that don't look like they came from a dusty prep school closet.
Here is what people are actually buying:
- The Heavyweight Hoodies: Priced around $69.95, these sold out in colors like cream and burgundy almost immediately.
- The Barn Jacket: This was the sleeper hit. On launch day, it drove 14,000 visits to the site alone.
- The "Loose Trouser": A 4.8-star rated pant that fans say fits "roomy" but still looks "chic."
- Graphic Tees: They range from $34.95 to $39.95, featuring "87 Records" and "Manifest Your Mindset" designs.
Prices start low—about $14.95 for accessories—and go up to $179.95 for the higher-end items like the wool-cashmere crew necks or the sherpa bomber jackets.
Why American Eagle Bet Big on 87
American Eagle was coming off a weird summer. They had just run a massive campaign with Sydney Sweeney that got tangled up in some strange "culture war" internet drama over a "Great Jeans/Great Genes" pun. People were arguing on Twitter; the brand was defending its denim. They needed a win.
Enter Kelce.
The strategy was simple: pivot to sports and "Live to Play" energy. Travis didn't just model the clothes; he brought his friends along. The campaign featured a literal roster of young elite athletes like Suni Lee, Anna Frey, and Kiyan Anthony.
It worked. Like, really worked.
The partnership, alongside the Sweeney campaign, has generated over 44 billion impressions. That’s a number so big it almost sounds fake, but AE’s Q3 earnings backed it up with record revenues of $1.36 billion. They added 700,000 new customers. People who hadn't stepped foot in an American Eagle since middle school were suddenly hunting for "AE x TK" cargo pants.
The "Live to Play" Philosophy
Kelce keeps talking about this "Live to Play" mindset. It sounds like corporate speak, but in the context of the clothes, it basically means "don't take this too seriously."
The fits are intentionally oversized. If you're used to the skinny-jean era of AE, this will feel like a different brand. The Tru Kolors influence is heavy on the "loose and comfortable" side. For example, the AE x Tru Kolors Loose Trouser is described by buyers as having a "roomy fit from seat to thigh."
It’s meant to be versatile. You wear the rugby shirt to a game, but you could also probably wear it to a casual dinner without looking like you’re wearing a costume.
How to Get Your Hands on the Best Pieces
If you're looking for the American Eagle Travis Kelce collaboration now, you have to be a bit strategic. Because of the "Swift effect" and Kelce’s soaring popularity, the most popular items—like the heavyweight sweatpants in "Cream" or the "Manifest Your Mindset" tees—often show up as "Sold Out" on the main site.
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Pro tips for finding the gear:
- Check the "Tru Kolors" site directly: Sometimes Kelce's own brand site has stock that the main AE site doesn't.
- Look for the Second Drop: The collection was split into two releases (August 27 and September 24). Some of the later-season items like the sherpa jackets and cashmere sets are more likely to be in stock than the early-fall tees.
- Sizing is "True to Streetwear": Most reviews suggest these pieces run a bit large. If you want a tailored look, size down. If you want the "Travis look," stay true to size and let the fabric drape.
Actionable Takeaways for Your Wardrobe
- Embrace the Weight: If you're tired of thin, cheap-feeling shirts, look for the "Heavyweight" label in this collection. The 24/7 vintage-inspired tees are built to last longer than standard mall-brand shirts.
- Mix Varsity with Basics: Don't wear the full tracksuit unless you're actually Travis Kelce. Pair the varsity jacket with simple dark denim or the cricket sweater with neutral chinos to keep it grounded.
- Monitor the Resale: Since many pieces are limited edition, keep an eye on secondary markets if a specific graphic tee you wanted is gone. Just be prepared to pay a premium.
This collaboration proves that American Eagle isn't just for the back-to-school crowd anymore. By leaning into Kelce’s specific brand of "authentic" style, they’ve managed to capture a demographic that cares more about culture and comfort than chasing every single micro-trend.