American Eagle Outfitters has partnered with a number of collaborators over the years, but its newly launched deal with Travis Kelce was head and shoulders above the rest.

At the end of last month, the retailer revealed that it had brought the NFL player — and fiancé of Taylor Swift — on board as creative director of AE x Tru Kolors by Travis Kelce, a limited-edition partnership with his Tru Kolors lifestyle brand.

When the menswear collection hit, it drove three times more sales in a single day than past collaborations did in a week, and it attracted 15 times more web traffic than core AE men’s products, according to Craig Brommers, chief marketing officer of American Eagle. Hero products such as the barn jacket drew 14,000 visits and topped the men’s web traffic, and multiple items sold out online.

“After over one year of strategic planning, AE x TK by Travis Kelce did not just launch in late August but completely dominated,” he said, adding that every one of the top 25 most viewed men’s styles in the first week after the launch were from this collection.

It didn’t hurt that the timing of the AE x Tru Kolors by Travis Kelce announcement came one day after he announced his engagement to Swift after two years of dating. And while there may not be another blockbuster personal reveal this time, there will be a second drop of the collection.

“We are in the heart of the holiday season now, and we’ve expanded beyond the initial drop with new rugby styles, fresh Ts, flannels, outerwear, and some incredible statement sweaters,” Brommers said. “We have also introduced denim into this delivery, taking what American Eagle does best, premium denim, and combining it with signature style cues from Travis and his team, in order to make the style unmistakably his. The result is this perfectly relaxed trouser, a fresh silhouette from the brand, and the perfect combination of our denim expertise mixed with Travis’ aesthetic.”

The second collection will debut on Wednesday, and fans in Kansas City will be able to shop it at a one-day-only pop-up on Saturday. The installation will be at Blip Coffee Roasters where customers will find exclusive merchandise, limited-edition giveaways and a live DJ.

Kelce is tight end for the Kansas City Chiefs who will be playing the Baltimore Ravens the next day.

Brommers said Kansas City was “the obvious choice” for the pop-up. “It’s home for Travis, and the city is woven into everything he represents. We wanted to celebrate the launch of the collaboration in a way that feels personal and important to him, with the community that loves him so much. Blip Coffee Roasters is already a beloved local hot spot, so transforming it into our community hub for the day felt authentic and right. We are creating this immersive experience where fans can discover the collection while blending fashion and fandom to showcase what our two brands do best.”

This is not the first local activation American Eagle has done. In both Austin and Nashville, the company installed successful denim pop-ups to market its jeans. “We have learned that hyper-local, immersive activations allow us to create genuine connections with our consumers, giving us direct touchpoints with people that you cannot replicate online,” Brommers said. “As we move through fall and into the holiday season, and looking ahead to next year, you’ll see American Eagle continuing to show up authentically in the spaces our customers already love — whether that’s sports, entertainment or music. It’s all about meeting Gen Z where they naturally spend their time, creating moments that feel unexpected and genuinely fun. That’s how we stay relevant and build lasting relationships with our community.”