Kelce x AE Redefines Gen Z Apparel Drops

Plus: Suunto’s new Race 2 pushes heart-rate accuracy wars

Author

Rafe Houston
September 03, 2025 • Estimated Reading Time: 5 minutes

Sports & Outdoors

Here's what's happening this week in the world of sports, outdoor, and adventure commerce:
- AE taps Travis Kelce for a 90-piece, two-drop collab
- Suunto debuts Race 2 with its most accurate OHR yet
- Gorjana turns athletes into a 360 growth engine

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📌WEEKLY MUST-KNOWS

American Eagle launched AE x Tru Kolors by Travis Kelce, a limited-edition collection exceeding 90 pieces across two drops with a global, creator-led campaign. This pairs a Gen Z denim staple with one of the most visible athletes, signaling how sports celebrity IP is evolving into hands-on creative direction and distribution at scale. Marketers can expect heightened conversion from athlete-led storytelling and broader cross-sport influencer adjacency.

Suunto introduced the Race 2 with a redesigned backplate housing its most accurate optical heart rate sensor to date. Accuracy positioning is intensifying among performance watches as athletes demand cleaner HR and GPS data for training and race-day pacing. Brands and retailers should expect feature-led consideration shifts and sharpened messaging around sensor fidelity and training outcomes.

Fjallraven released the Kanken Koncept, a limited-run update to its classic pack using Vinylon F for natural water resistance, in three playful colorways. The urban-to-trail hybrid design and scarcity model reinforce how outdoor brands drive urgency and AOV through seasonal, small-batch drops. Expect DTC lift and select wholesale sell-through driven by color-led merchandising and commuter-hike versatility.

Jewelry brand Gorjana formalized a multi-tier athlete roster including Jessie Pegula, Cameron Brink, and the USWNTPA, activating TV, in-store events, and catalogs. Early results include a 45% sales lift from storytelling-led direct mail, validating athlete-driven brand building beyond apparel. The program shows how 360 activations can translate athlete equity into measurable retail outcomes.

⚡QUICK READS

Rugged Watch Face-Off: Coros Nomad Vs Garmin Instinct 3: TechRadar’s comparison spotlights Nomad’s lower price and larger touchscreen versus Instinct 3’s bigger battery and deeper water resistance, tightening value messaging in the mid-high segment. (More)

Running Sunglasses: Style-Performance Crossover Gains: Runner’s World adds Ombraz armless sunglasses to favorites and tees Oakley Meta testing, underscoring demand for all-day wear with trail-ready optics. (More)

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