NFL and Fear of God Unite for Multi-Year Luxury Collaboration

American football heritage meets minimalist luxury in a new era of elevated fan style.

A New Chapter for Sport and Luxury

The National Football League and Fear of God have announced a multi-year licensing collaboration to create team-branded and NFL Shield apparel.

This relationship signals a defining moment for both the league and the fashion house as they work together to bridge sport and fashion through an American luxury lens.

The partnership aims to speak directly to fans who see game-day gear as part of their personal style, not just merchandise.

Why the NFL Chose Fear of God

“As the NFL seeks to build relationships with leading names in fashion, Fear of God was a natural choice,” stated Casey Collins, Senior Vice President of Consumer Products and Licensing at the NFL.

“Fear of God resonates deeply with our growing fan base, who are fashion-forward individuals and value design infused with simplicity. Together we’ve created a collection that embodies style and evokes a new standard of fan gear” added Casey Collins.

The first collection celebrates both the AFC and NFC conferences and introduces NFL Shield apparel alongside pieces for the Dallas Cowboys, Pittsburgh Steelers, Kansas City Chiefs, Los Angeles Rams, Philadelphia Eagles, New Orleans Saints, Las Vegas Raiders, Detroit Lions, New York Giants, Green Bay Packers, Chicago Bears, Atlanta Falcons and San Francisco 49ers.

Jerry Lorenzo’s Vision of American Culture

For Fear of God, the collaboration is as much cultural commentary as it is clothing design. “NFL football reflects the heart and spirit of American culture,” said Jerry Lorenzo, Founder of Fear of God.

“Sunday afternoons have long been a paradoxical hour in this country, both spiritually and culturally. In stadiums and living rooms, the nation comes together around a shared love of the game. Fear of God and the NFL together embody a vision of unity within diversity, honoring both individual conviction and collective passion. It is a uniquely American freedom, and one worthy of celebration” added Jerry Lorenzo.

This perspective frames the collection as a celebration of community, ritual and identity layered on top of sport.

Design Language (90s Proportions and Varsity Heritage)

Each piece in the collection features Fear of God’s signature relaxed proportions and oversized 90s silhouettes, merging nostalgic sportswear with modern luxury. Key design elements include:

• Color-blocking inspired by archival varsity jackets

• Heavy cotton jersey t-shirts with oversized fits

• NFL x New Era classic snapback caps featuring artwork reminiscent of 90s NFL styles

The result is a cohesive wardrobe that feels both familiar to football fans and aligned with Fear of God’s minimalist, elevated aesthetic.

Where to Buy the Collection

The inaugural NFL x Fear of God collection is available beginning today through multiple channels to reach fans wherever they are.

Pieces can be purchased on fearofgod.com, NFLshop.com, Fanatics.com and at select stadium stores, ensuring both fashion enthusiasts and die-hard supporters have access to this new standard of fan gear.