INDIANAPOLIS -
Something new for female football fans at Lucas Oil Stadium. A pop-up boutique featuring NFL fashion for women.
The NFL is stepping up their game to target women through the "Colts Style Lounge."
Indianapolis designer Lena Ward is back in the apparel game, "I had already kind re-cut jerseys and stuff because I didn't like the selection that was out there."
It's the first season for Ward's All Sport Couture line. Fashionable NFL gear, designed for women. Women who love football.
"Starting to give women a chance to use their team passion and use it outside just Sunday, Monday or Thursday football games," explained Ward.
The Colts Style Lounge is part "bling", part business.
The pop-up boutique open just Sunday at Lucas Oil Stadium is part of the new NFL Women's Apparel ad campaign, called "It's My Team".
With 45% of NFL fans being women, there's money to be made here.
Tracey Bleczinski with the NFL said, "The best idea for this is the surprise and delight. You don't expect to see a style lounge in at professional football game."
The focus at these boutiques isn't just about clothes. It's also on tailgating or "homegating." NFL products designed with the home in mind.
"Whether you want to throw a dinner party, post game or pre game. Coffee mugs, and we even have a colts toaster. Brunch, you can do that," said Bleczinski.
The NFL is exploring the idea of adding permanent style stores at NFL venues, for now these items are available in team pro shops and online.
The Colts Style Lounge was only here this Sunday and travels to the Detroit Lions' game next week.
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