# Haute Couture Football Helmets The Super Bowl XLVIII Uses Fashion to Appeal to Female Fans By Ashley Noelle Lesiak | Published 2014-01-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/super-bowl-xlviii References: [fastcocreate](http://www.fastcocreate.com/3024968/the-nfl-goes-high-fashion-as-top-designers-reimagine-the-helmet) & [nfl](http://www.nfl.com/) The NFL has commissioned a number of high fashion designers to redesign the classic helmets as an add for Super Bowl XLVIII. According to statistics, around 42% of football fans are female. As an olive branch, the National Football League, with the support of Bloomingdales and the Council of Fashion Designers of America, had given forty-eight designers free reign to restyle the sport’s helmets. In preparation for Super Bowl XLVIII, a large number of labels have been asked to re-vamp the unflattering headwear. Some of the names include Marchesa, Fenton/Falon, Alice + Olivia, Rag and Bone, Yigal Azrouel, Dannijio, Billy Reid, Public School and Rogan. There is also Dennis Basso, John Varatos, Narciso Rodriguez, Betsey Johnson, Vince Camuto, Helmut Lang and Badgley Mischka. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 31% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What Makes This Trend Stand Out - **Fashion-infused Sports Equipment:** There is an opportunity for the integration of high fashion and sports equipment design. - **Gender-normalizing Sports Merchandise:** There is an opportunity for the creation of sports merchandise that is appealing to both genders. - **Collaboration Between Unrelated Industries:** There is an opportunity for unrelated industries to collaborate in order to reach wider audiences. ### Sectors Adopting This - **Fashion Industry:** There is an opportunity for fashion industry players to expand into sports equipment design. - **Sports Industry:** There is an opportunity for the sports industry to create gender-neutral merchandise that appeals to both male and female fans. - **Retail Industry:** There is an opportunity for retailers to reach wider audiences through collaborating with unrelated industries. ## Related on Trend Hunter - [Sports-Themed Jackets](https://www.trendhunter.com/trends/nfl-x-veronica-beard.md) - [Collaborative Football-Inspired Apparel](https://www.trendhunter.com/trends/off-season.md) - [Football Series Capsules](https://www.trendhunter.com/trends/football-series.md) - [Collegiate-Inspired Apparel](https://www.trendhunter.com/trends/todd-snyder-nfl-collection.md) - [Assorted Football-Inspired Apparel](https://www.trendhunter.com/trends/pacsun-x-wild-collective.md) - [White Denim Fashion Collections](https://www.trendhunter.com/trends/house-of-hellmanns.md) - [Custom Football Team Headphones](https://www.trendhunter.com/trends/sony-x-nfl.md) - [Limited-Edition Black Vests](https://www.trendhunter.com/trends/off-season-x-nfl.md) - [Football Singer Collections](https://www.trendhunter.com/trends/mitchell-ness6.md)