With the support of Bloomingdale’sand the CFDA, the NFL has commissioned 48 couture helmets from the likes of Alice + Olivia, Donna Karan, Rag & Bone, and Marchesa.
"There are some fashionistas who really like football," says Natara Holloway, VP of consumer products at the NFL. "We want to be inclusive of all fans." More broadly, the helmets are part of an effort to give the NFL a softer touch. "We want to give people a new way of looking at football," Holloway says. "To surprise, and delight."
More: Top designers reimagine the football helmet
What if there was a super bowl where all the players wore these helmets? So that we can give people a REALLY new way of looking at football?