The NFL is adding some glitz to its lineup.
In an effort to catch sales from the growing number of female football fans, it's launching a $10 million campaign with the catchphrase of "loving your team without looking like you're on it."
"There is a very passionate audience and very passionate group of fans who want this product, and they not only want product that makes them look good, but they always want to know where to find it and how to wear it," said NFL spokesperson Joanna Hunter.
The league, she points out, has been selling women's clothing for 10 years. It is, however, the first time it has been presented in such a fashion-forward sense, with runway models dressing up the pieces with blazers, skirts and accessories, and television commercials and magazine ads.
Revenue from women's products has doubled since 2004, she said. "We've seen the business grow without any real effort at targeting women," she said.
Items include jeans ($49.99) that can be customized by size, style and logos, sequined jerseys ($60-$80), purses and jewelry items (many of which sell for more than $250), all of which can be bought in Vikings colors.
Amelia Rayno • 612-673-4115
