On Sunday night the Seattle Seahawks beat the New England Patriots in Super Bowl LX, Bad Bunny put on a spectacular half-time show, and multiple players all walked down the tunnel from the car park to the dressing rooms carrying the same logo’d bag. The bag in question, by luxury French brand Goyard, isn’t part of any official uniform – and isn’t really known outside of its 0.1% customer base. But it has become as ubiquitous a status symbol among American football players as their AirPods Max headphones and Richard Mille watches – and is part of a brave new world of tunnel fits.
Most primetime NFL games’ coverage start hours before kick-off, as photographers, fans and pundits alike pore over players’ sartorial choices just as they would their missed tackles and spectacular catches.
