Fashion has swept football.

The NFL has experienced a banner season for style, with players embracing high-fashion looks during their tunnel walks and Taylor Swift showing her team spirit through fashion at Kansas City Chiefs games, wearing items including a red cashmere sweater from Guest in Residence and a custom-made Chiefs jacket

Fashion has gotten more involved during the past few seasons, tapping football players as brand ambassadors, launching merchandise collections and activating around tentpole events for moments that have resonated deeply with football and fashion fans alike. Juszczyk, for one, signed a licensing deal with the NFL after her custom jacket for Swift went viral.

Now with the Super Bowl days away in Las Vegas, fashion brands such as Boss, Mitchell & Ness, Stoney Clover Lane, ‘47 and others are getting in on the action by launching a slew of collaborations targeting the NFL’s diverse fan base. And the NFL itself has been strategically using fashion collaborations, too, in order to cater to underserved fan bases.