Philadelphia-based activewear brand Addison Bay has teamed up with the Philadelphia Eagles on a new women's game-day apparel collection, giving female fans a stylish alternative to standard team gear. The 15-piece line includes cardigan sweatshirts, tanks, leggings, varsity quarter-zips, skorts and dresses, all designed for fans who want to show team pride without sacrificing style.
The collaboration was first detailed by the PHILADELPHIA.Today, which reported the partnership per the Philadelphia Business Journal. Addison Bay founder and CEO Marguerite Adzick said the collaboration holds personal significance, noting the Eagles have been a major part of her Philadelphia upbringing and life. That connection runs deeper than most fans might realize: according to The Philadelphia Inquirer, Adzick was named the Eagles' 2004 Fan of the Year at just 15 years old, a title that earned her a trip to Super Bowl XXXIX. The Eagles organization approached her directly last September to build the collection.
A Local Founder's Full-Circle Moment
Adzick founded Addison Bay in September 2018 after leaving a seven-year marketing career at Lilly Pulitzer while six months pregnant, according to the Seven Mile Times. A former Division I lacrosse player at the University of Virginia, she named the brand after Center City's Addison Street and the bay of Avalon, New Jersey, blending her Philadelphia roots with her family's Jersey Shore ties. The company began as an e-commerce operation before opening physical storefronts in Avalon in 2021 and at Ardmore's Suburban Square in 2022, later expanding to a fourth national boutique on Knox Street in Dallas, as reported by CultureMap Dallas.
Adzick said Addison Bay put its own spin on game day, creating pieces women would want to wear all season, not just on Sundays. The collection is available through Addison Bay directly, as well as through Eagles Pro Shops and Fanatics, according to the original report.
Real Eagles Staffers Instead of Hired Models
Rather than using outside models, the campaign features women who work throughout the Eagles organization. Eagles Vice President of Digital and Social Sarah Zangrilli said featuring women from across the organization would make the storytelling more meaningful, and the campaign notably does not use hired talent. Per PhiladelphiaEagles.com, the roster of internal ambassadors includes Eagles Autism Foundation Executive Director Ryan Hammond, Assistant Athletic Trainer Shaniece Jackson, Performance Nutrition Coordinator Stephanie Coppola, and Senior Director of Production Stacy Kelleher.
The color palette leans on both Midnight Green and Kelly Green, a nod to team history. Kelly Green served as the Eagles' primary jersey color for 62 seasons, from 1935 through 1996, before owner Jeffrey Lurie introduced Midnight Green, according to the Pro Football Hall of Fame. A fan-driven revival brought Kelly Green back into rotation in 2023.
Launch Event Set for Lincoln Financial Field
The 15-piece collection went live online on Monday, and an official launch event is scheduled for Thursday at the Lincoln Financial Field Pro Shop, where shoppers can receive complimentary custom embroidered socks from One Thread with any collection purchase, according to Crossing Broad.
The partnership arrives amid a broader shift in how professional sports leagues market to female fans. Women now make up roughly 47% of the total NFL fanbase, with female viewership growing 9% in 2024 and women accounting for 47.5%, or 58.8 million viewers, of total Super Bowl LVIII viewership, per Quantumrun. The league has leaned into that shift elsewhere too, striking a 2025 licensing deal for the Off Season apparel brand created by designer Kristin Juszczyk and Skims co-founder Emma Grede with Fanatics, according to Front Office Sports. The NFL has also built out partnerships with female-focused media platforms like Betches and The Gist to reach that growing audience, per The Independent.
For Adzick, the collaboration caps years of steady growth for a brand that started as a side project. Addison Bay raised $502,000 in venture funding in June 2022 from investors including Ben Franklin Technology Partners and the JVS Philadelphia Fund for Women to support its expansion into physical retail, according to Preqin. That local backing helped fuel the multi-market growth that ultimately put an Ardmore-founded label on shelves at Lincoln Financial Field.
