Golf is winding down and the NFL came crashing through the wall, Kool-Aid style. This week we highlight 6 angles of gear and fashion for the upcoming NFL season. From billion-dollar apparel extensions to Crocs turning tailgates into comfort zones, the league is leaning hard into fashion, culture, and everyday wear. You’ll also start to see more of a focus on pre-game fashion (just like the NBA) whether you like it or not 😃 .
NFL Style Spotlight: Game-Day Gear Goes Next-Level
1. Nike Doubles Down: Uniforms Extended through 2038
Nike has reinforced its long-standing role as the NFL's exclusive uniform and apparel provider with a landmark 10-year extension, locking in their partnership through 2038. This deal reinforces a legacy that began in 2012, and will also power global growth, youth development, and player safety innovation, including injury-reducing footwear R&D. NFL.com
2. Under Armour’s Triumphant Return
After a five-year absence, Under Armour is back as the NFL’s official footwear and glove partner starting with the 2025 season. The partnership includes on-field branding, collaboration on youth programs like UA Next®, and access to NFL media platforms for broader exposure. UA.com
3. NFL × Crocs: Comfort Meets Fandom
Sneaker-casual meets football—Crocs and the NFL have teamed up for a multi-year licensing deal to launch the first-ever NFL x Crocs Collection. Starting with the 2025 season, fans can rep their team with Classic Clogs and Jibbitz charms. The initial lineup includes 14 teams and will expand to all 32. Available starting mid-September, this collection blends team pride with everyday comfort. Shop Here
4. Nike and NFL Launch 'Rivalries' Uniform Program
Rolling out in 2025, the new Rivalries initiative teases eight teams (from the NFC West and AFC East) with unique, community-inspired uniforms for key divisional matchups. Arizona Cardinals debuted their desert-inspired “sandstorm” jersey in Week 4, available in limited-edition gear starting September 10. The program will carry through 2028, offering fans fresh designs rooted in local identity. Nike.com
5. Athlete Voices Enter the Game—Sneaker Edition
Patrick Mahomes x Adidas: This season, Mahomes rolled out a signature sneaker line with Adidas that marries performance with hometown pride. Adidas.com
Coach Prime (Deion Sanders) x Nike: Sanders is launching his own Nike sneaker collection, rooted in nostalgic performance heritage. Each line rings in at about $300 and highlights the growing synergy between athletes and fashion culture. Foot Locker
Nike Air Diamond Turf “Emerald”
6. Christian McCaffrey Invests in Footwear Startup
Off the field, 49ers star Christian McCaffrey isn’t just wearing stylish gear—he’s investing in it. He recently secured an equity stake in While on Earth, a startup focused on footwear and apparel, launched in late 2024. Forbes
🎾 Sand Valley…But for Tennis
Known for world-class golf, Sand Valley in Wisconsin is quietly becoming a pilgrimage site for tennis lovers. The resort features 16 pristine grass courts, one of the few public grass facilities in the U.S.—a rare chance to channel Wimbledon energy without crossing the Atlantic. White attire is encouraged, smooth-soled shoes required, and the dunes provide a surreal backdrop for play.
Beyond the lawns, Sand Valley houses America’s 13th Court Tennis venue—a nod to the centuries-old game once reserved for royalty. Guests get complimentary access (rackets, balls, even optional ball persons), while day visitors can book courts starting at $60/hour.
As one recent guest put it: “By far the coolest tennis experience I’ve had… shockingly playable and fun.”
For travelers who love sport with a touch of tradition, Sand Valley’s blend of elegance, history, and Midwestern landscapes makes it the ultimate off-beat tennis escape.
✍️ Editor’s Picks
ARC-2 Trainer
⛳ Miscellaneous but Noteworthy
This band is being called The Mexican Daft Punk → Technologic…
🎶 Listening
Gorge’s Almost There feels like a slow build toward sunrise—the kind of deep, rolling house track that balances restraint with energy. Layers of crisp percussion and hypnotic synths create a groove that keeps pulling forward, never rushing but never stalling. It’s minimal, atmospheric, and perfectly tuned for late-night sets or long drives. Gorge proves that sometimes the best payoff isn’t a drop, but the tension of being—quite literally—almost there. Spotify
🙌 Thanks for reading
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If you did enjoy this week’s Clever The Optimist, consider forwarding it to a friend who likes looking good on and off the course.
Stay cool, swing easy — see you next week.
— Riley