NFL Shop and Yard NYC Inspire Gameday Style With “Fan Like A Pro”

NFL Shop will debut three new commercial spots during NFL Kickoff today, marking the return of its “Fan Like A Pro” campaign developed with creative agency Yard NYC. In 2025, the fashion-focused campaign proved a powerful driver of both brand growth and customer acquisition. Now in its second year, the 2026 campaign pairs NFL athletes with influencers and fans, diving deeper into NFL fandom and how it’s expressed in personal style—going beyond gameday to the places and cultural contexts where fandom lives in the everyday.

In “Fan Like A Pro,” NFL fandom becomes a style statement—where personal expression and team pride go hand-in-hand. With close to 50 distinct looks by celebrity stylist Tiffani Williams, the films spotlight the range of fashion available through NFL Shop—from elevated team apparel to statement-making gameday looks—and celebrate the fans who make it their own.

“We developed this campaign to focus on fans and their individual NFL style,” says Stephen Niedzwiecki, creative co-founder at Yard NYC. “We deliberately created in-studio worlds inspired by the places fans naturally show up—like a hotel breakfast buffet, at their grandparents’ home, or on the neighborhood stoop—and connected each spot with a stylized, fashion-forward lens, a touch of humor, cultural relevance and nostalgia. Music plays a big role, setting the scene for each spot and serving as a character on its own.”

“NFL Shop gives fans a way to represent their teams while authentically expressing their individual style,” says Marissa Solis, NFL senior vice president of global brand and consumer marketing. “This culture-focused ad campaign, which features players, influencers and fans themselves, makes clear that football and fashion go hand-in-hand.”

Nailed the Fit, featuring fashion designer Kristin Juszczyk, Competitive Looks, featuring former football player and reality television personality Dale Moss and Patriots running back Treveyon Henderson, as well as In Uniform, with celebrity Chef Hoppie and Jaguars standout Travis Hunter, launch today across broadcast and cable television, streaming platforms and social channels.

Four additional spots will run throughout the season, featuring Aidan Hutchinson, defensive end for the Detroit Lions; Dion Dawkins, offensive tackle for the Buffalo Bills; and Kamari Lassiter, cornerback for the Houston Texans, alongside influencer talent including Cassie Yeung, Pittsburgh Dad and Kickball Dad. Together, they show how fans can represent their teams while bringing their individual point of view to every setting.

About NFL Shop

NFL Shop is the official online store of the National Football League, offering the largest selection of officially licensed NFL merchandise for all 32 teams. Fans can find a wide array of products, including jerseys, apparel, headwear, collectibles and more from top brands like Nike, New Era and Fanatics. Whether gearing up for gameday or searching for the perfect gift, NFL Shop is the ultimate destination for NFL fans worldwide.

About YARD NYC

Yard NYC is an independent, female-led, creative company that turns brands into beacons of change that move people, businesses and the world.