NFL unveils Pride fashions, says it’s ‘full speed ahead’ on its LGBTQ+ support

The NFL, which has embraced the LGBTQ+ community with various initiatives and ads in recent years, is continuing that support for Pride 2023—partnering with LGBTQ+ fashion designer Humberto Leon to create the league’s first-ever Pride capsule fashion and merch collection, unveiled today.

The collection—which includes hats and apparel as well as decals, rally towels and more—features the NFL shield (including rainbow versions of it) alongside designs by Leon, who is co-founder of the retail brand Opening Ceremony. The items feature messages such as “Football is love,” “Football for everyone” and “Property of Pride department.”

Available on NFLshop.com, the collection is a notable gesture of LGBTQ+ support from a major brand at a time when many companies have been stepping back from such support, even if they have a history of it, in the wake of Bud Light’s implosion after hiring a transgender endorser.

The NFL told Ad Age it has no such plans to pull back.

“We believe football is for everyone and are proud to have players, coaches, fans and employees who are part of the LGBTQ community,” the league said. “Our inclusivity work continues full speed ahead.” 

The NFL’s LGBTQ+ employee resource group, NFL Pride, plans to wear items from the collection at this month’s Pride parades in New Jersey (June 8), Los Angeles (June 11) and New York (June 25).

Leon is also helping to design the wrap for the NFL bus during New York’s Pride March.

“Football is an integral part of the American landscape, and the NFL has shown the ability to bring people together to root, cheer, and celebrate together. While growing up in Los Angeles as a Raiders fan, I loved being able to showcase my hometown pride,” Leon said in a statement. “Working with the NFL on their first capsule collection tied to the celebration of LGBTQ pride was a full-circle moment in my career, and I am eager to share a collection that embodies football, love and inclusivity.”

“As an active member of the LGBTQ community and an NFL fan, combined with his impressive fashion background, Leon was able to create an authentic collection that will resonate with fans and deepen our connection with the LGBTQ community,” added Dan Devece, the NFL’s senior director of consumer products planning and strategy and member of NFL Pride.

The NFL’s ties to the LGBTQ+ community include financial support and partnership to organizations including The Trevor Project, GLAAD, Athlete Ally and the National Gay Football League.