# Cooling Hand-Made Scarves Coors Light Creates Soccer Scarf to Keep Heated Fans Chill By Grace Mahas | Published 2023-07-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/soccer-scarf-1 References: [shop.coorslight](https://shop.coorslight.com/products/fanxiety-scarf)  Soccer fans are known for their unwavering passion, but supporting their favorite teams can often be a stressful experience. With the first-ever Leagues Cup on the horizon, a monumental World Cup-style tournament that brings together all [MLS](https://www.trendhunter.com/trends/adidas-and-mls) and LIGA [MX](https://www.trendhunter.com/trends/eyewear-campaigns) clubs, fans are expected to run hot this summer. Recognizing the fanxiety that comes with such intense matches, [Coors Light](https://www.trendhunter.com/trends/coors-light-chill-jersey), the official beer of Leagues Cup, is stepping in to keep supporters cool. Introducing the Chill Fanxiety Scarf, Coors Light has upgraded the staple soccer scarf with cooling technology to provide refreshment during the most intense matchups. Complete with a built-in neck massager and two beer pockets, this scarf ensures that fans can enjoy a cold Coors Light whenever they need it. The limited-edition Chill Fanxiety Scarves, priced at $30 each, are available for purchase on the Coors Light shop site from July 18 to August 2, with only 22 scarves available per day. The Leagues Cup, featuring all 47 MLS and LIGA MX clubs, will run from July 21 to August 19, showcasing a thrilling tournament format that brings together the top teams from both leagues. Image Credit: Coors Light ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 14% | Activity: 30% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Cooling Technology in Accessories:** The integration of cooling technology in accessories like scarves presents an opportunity for brands to enhance the comfort and experience of consumers in hot environments. - **Limited-edition Collaborations:** Limited-edition collaborations, like the Coors Light Chill Fanxiety Scarf, create exclusivity and a sense of urgency among consumers, driving sales and engagement. - **Enhancing Fan Experience:** By incorporating features such as neck massagers and beer pockets, brands have the potential to enhance the fan experience and provide additional value to consumers during sporting events. ### Where This Applies - **Fashion and Accessories:** The fashion and accessories industry can explore the integration of innovative technologies, like cooling features, in their products to meet the needs of consumers in different environments. - **Beverage:** Beverage companies can explore collaborations with sports events and teams to create branded products that enhance fan experiences and generate brand loyalty. - **Sports and Entertainment:** Brands within the sports and entertainment industry can develop unique and exclusive merchandise, like limited-edition scarves, to engage fans and increase revenue streams. ## Related on Trend Hunter - [Temperature-Sensing Soccer Jerseys](https://www.trendhunter.com/trends/coors-light-chill-jersey.md) - [Football-Themed Beverage Collaborations](https://www.trendhunter.com/trends/igloo.md) - [Beer-Branded Basketball Experiences](https://www.trendhunter.com/trends/draught-draft.md) - [Humorous Beer-Centric Formal Wear](https://www.trendhunter.com/trends/cold-tux-and-brrrtie.md) - [Beer Can Face Rollers](https://www.trendhunter.com/trends/chill-face-roller.md) - [Reactive Fan-Based Football Campaigns](https://www.trendhunter.com/trends/coors-light-coors-light.md) - [Seasonal Straw-Made Beer Coolers](https://www.trendhunter.com/trends/beer-bale-cooler.md) - [Beer-Flavored Ice Pops](https://www.trendhunter.com/trends/coors-light-coorsicles.md) - [Cooling Rooftop Ads](https://www.trendhunter.com/trends/coors-light-chillboards.md)