Retired NFL star Jason Kelce has teamed up with San Francisco-based American Giant to relaunch his Underdog clothing brand. The new collection, officially launched on April 24, 2025, features American-made shirts and sweatshirts that are now available in stores across the country.
Each garment begins its journey with cotton sourced from North Carolina and is completed in California, emphasizing a commitment to American craftsmanship. The collection is priced at $45 for basic tees and $79 for sweatshirts, with hats also available that showcase bold German shepherd designs, a nod to the brand’s identity.
Kelce’s focus on quality is evident in every aspect of the collection. Speaking with The New York Times, Kelce shared his preferences: “On the inside of a sweatshirt, I don’t like when it feels fuzzy… [I prefer] heavier-duty [fabric] that you can wear working or lounging around on the couch.” His careful attention to fabric and fit reflects his hands-on approach to the relaunch.
Originally launched in 2022 as a line of Eagles-themed gear, Underdog has grown beyond team-specific apparel following Kelce’s retirement. The new designs maintain the classic color palette that fans love, with rich hunter green accented by cream and black details. This continuity preserves the brand’s original connection to Philadelphia’s passionate sports culture.
The relaunch also serves as a statement against the rise of fast fashion, highlighting the importance of durable, American-made clothing. Fans can now explore and purchase the new collection directly from the Underdog Apparel website.
Kelce emphasized the importance of staying true to Philadelphia’s spirit through the brand. “Philadelphia bleeds green. If we didn’t have a green shirt, it would have felt like malpractice,” he said, underlining the city’s deep connection to its sports teams and traditions.
Earlier versions of Underdog Apparel drew inspiration from memorable moments in Eagles history, including a hoodie that paid tribute to Kelce’s unforgettable speech during the team’s 2018 Super Bowl celebration. The brand continues to honor the resilience and pride of Philadelphia through its latest designs.
Importantly, all proceeds from Underdog Apparel are directed to the Be Philly Foundation, a nonprofit organization dedicated to supporting underrepresented children throughout the city. Through this initiative, Kelce’s brand not only celebrates Philadelphia’s fighting spirit but also gives back to the community that has supported him throughout his career.
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