It’s been another great NFL season and it all culminates with Super Bowl LX which takes place on Feb 8th at Levi’s Stadium in Santa Clara, CA, the home of the San Francisco 49ers! This year, the Seattle Seahawks and New England Patriots will battle it out to see who will be the champions! During this time of year, there are a number of events and activations taking place. One of them is Origins: An NFL Collection which in addition to be a collaborative line of apparel that is created with designers who are in the community that the Super Bowl is being held, but it is a time where those who are in the area can enjoy the pop-up! We wanted to find out more about this collection, the pop-up event, the NFL’s committment to highlighting artists and bringing them in to the experience of Game Day! We took some time to catch up with the Director of Marketing and E-Commerce at the NFL, Ashley Daniel to find out about this and more.
ATHLEISURE MAG: Tell me a bit about your background prior to coming to the NFL.
ASHLEY DANIEL: I’ve spent most of my career since coming out of college working for the NFL. During undergrad, I volunteered with the Super Bowl Host Committee and later interned with the NFL in the Media Strategy & Business Development department. After graduating, I was selected for the NFL’s Rotational Program and have continued to grow my career within the Consumer Products department ever since.
AM: As the Director of Marketing and E-Commerce at the NFL, what does your role entail?
AD: The role is dynamic, which is one of its most rewarding aspects. My work ranges from leading our Local Club Collaboration Program and developing capsule collections with small, local brands to collaborating with our advertising team on national NFL Shop TV campaigns. At its core, the position is about tying inspiration to conversion and strengthening fans’ connections to their cities and teams through product.
AM: Tell us about Origins: An NFL Collection in terms of why this program was created and what it serves to do.
AD: The Origins program was first developed for the Super Bowl in Los Angeles. Although we produce incredible Super Bowl merchandise, there was an opportunity to showcase products from local brands that authentically represent the host city and its communities. The program emerged from that insight, grounded in the belief that every host city is home to artists and designers who reveal dimensions of the city often overlooked.
AM: How do you go about finding designers to partner with, and what are you looking for?
AD: Each year, the approach evolves. In previous years, my colleague, Xaimara Coss, who is also a Director on the Consumer Products team at the NFL, and I relied heavily on web research and social media, tracking who was showing up at local markets, consistently launching collections, actively engaging with their communities, and creating truly distinctive work. This year, we partnered with our licensing partner, NoCallerID, to support the search. Together, we spent several weeks reviewing candidates and hosting introductory conversations before ultimately selecting the final group of brands.
AM: Tell me about the designers who will be participating in this year’s Origins: An NFL Collection.
AD: Each designer brings a distinctly different point of view, which is what makes this group so compelling. Aaron De La Cruz is an artist by trade, and his work immediately stood out to us, particularly his use of shape and movement, which introduced an aesthetic we hadn’t previously explored within the Origins program. We knew he would bring a bold, unexpected reinterpretation of the Super Bowl. Nostalgia approaches design through incredibly unique silhouettes; when we saw a previous collection featuring intricate woven paisleys, it was clear they would offer a fresh perspective on what fan apparel can be. Lastly, there’s Blvck Scvle, an iconic Bay Area streetwear brand that has been shaping the culture since 2007. Their product is elevated and refined, with exceptionally strong design execution. Together, the three brands form a powerful cohort that authentically represents the spirit and creativity of the Bay.
AM: This year, there will be a one-day pop-up event ahead of the Super Bowl in the Bay Area. Tell us more about this.
AD: Each year, we host a launch pop-up retail event that serves as the first opportunity for fans and the community to shop the new collection. The event brings together shopping, music, and a strong community presence in support of the participating brands, attracting both locals and visitors in search of authentic Super Bowl products and experiences. This year’s launch will take place on Thursday, February 5, at the Pearl from 11 a.m. to 5 p.m., and is free and open to the public.
AM: For those who are unable to attend the event, how can they be part of this experience?
AD: On Friday, February 6, at 9 AM ET, the product goes live on NFLShop.com/origins. They can also follow the brand stories as they launch on @NFL on IG and on NFL.com/origins.
AM: In terms of the Super Bowl, will this collection of Origins: An NFL Collection be at the stadium?
AD: No. Any product that does not sell out at the launch event will be sold at the NFL Shop Presented by Visa at Super Bowl Experience Presented by Jersey Mike’s.
AM: Are there any upcoming projects that you would like to share with us that we should know about at the NFL that you are involved in?
AD: There are a lot of great drops coming out around the Super Bowl. We can’t say much right now, but stay tuned.
IG @nfl
After speaking with Ashley about Origins: NFL Collection, we wanted to talk with one of the designer collaborators, Aaron De La Cruz, to find out more about his work, participating in this assortment, and more!
AM: Before we delve into this collaboration that you did with Origins: An NFL Collection, can you tell me about your background and what led you to design?
AARON DE LA CRUZ: From as far back as I can remember, I have loved to draw. As a kid growing up in the 80’s and 90’s, I spent a majority of my time outside surrounded by skate and graffiti culture. The graphics I would see on clothing, skateboards and art in the streets influenced me to create my own at home, school and, eventually, on the streets too. I was fortunate enough to have the support of my parents and teachers who recognized my talent, which helped me get into programs and eventually art school. I graduated from college with a BFA and went into teaching art for ten years until I became a parent and I decided to pursue being a full-time artist. That was exactly 13 years ago this month – wow, time flies! I’m the first full-time artist in my family, so my main focus is to show my kids that being a creative for a living is possible. This occupation is hard and definitely has its challenges. They are old enough now to see what it’s really like, but projects like this are moments to celebrate and make it feel like a dream come true.
AM: You have done a number of collaborations with Maison Margiela, Diesel, ESPN, etc. What is the creative process that you go into when you are creating something for or with another brand?
ADLC: When taking on collaborative projects, I prefer to have a personal connection with the client or find a way to connect the project to my family. Because many of my works are considered abstract at times, they can appear as decorative considering the context in which they are displayed. I always try to find a way to integrate my family into these types of projects because, for me, these are the people in my life I’m surrounded by the most. When given the opportunity, I make it a point to provide a story that will connect with the audience, especially for those who are interested in what’s beyond the surface.
AM: How much does the Bay Area influence your work?
ADLC: The Bay is a special place. We have a rich history of movements that were born here that have spread throughout the world. That, plus our unique landscape, draws people to visit and live here, including myself. I don’t know if the Bay is something visually noticeable in my work, but I can say the culture here has definitely influenced what I do with my artwork. Social justice is something very important to me, and I use my art as a vehicle to express my opinions. I try my best to donate works to nonprofits that are doing amazing work. I also give away my work from time to time for those who might not be able to afford it and promote social interaction.
AM: As one of the collaborators in the Origins: An NFL Collection, what does it mean to you to be part of this project?
ADLC: This project is HUGE! As a kid, I was a big NFL fan, and now as a parent, football plays a big part in my life 24/7. I have twin sons (and a wife) who are borderline obsessed with the sport, so for me to be involved at this level is definitely a project I am happy about, and so are they. Being Mexican and a fan of the sport, you don’t see much representation on the field, so for me, this project was an opportunity for us to be seen at this level. I really wanted to show any kids who are artists or have a desire to play the sport that we can find ways to be seen on and off the field in the NFL.
AM: What were you inspired by in terms of the items that you designed in this collaboration?
ADLC: Many of the works I create involve the idea of deconstruction and breaking something down to its simplest form. For the collection, I wanted to create something that my fan base – who might not be football fans – would appreciate, and for football fans who aren’t familiar with my work would recognize.
First, the use of black and white was inspired by the referee uniform. The referee is someone who plays a big part in the game and, at times, can control the game. The artwork on the garments is scaled at 2” wide, which is the width of the black and white stripes found on the official NFL referee uniform.
Second was the location of the artwork. This was inspired by the player, their passion and what they put their body through playing the sport. I created an all-over design because they take hits all over the body and sometimes walk away with wounds and scars that they have for life, all for the love of the sport.
Third was the design, I created unique marks using my signature style that reference routes found in a playbook. I wanted to capture the simplest thing that was recognizable and had that feel of hand-drawn.
I wanted to capture the simplest thing that was recognizable and had that feel of hand-drawn.
The colors of the garments are white on black (chalk on board), black on white (marker on dry erase board) and the grey colorway is a nod to San Francisco and our reputation for being covered in fog.
AM: Are there any upcoming projects that you would like to share with us that we should know about?
ADLC: Please be on the lookout for the online release of the collection at AARONDELACRUZ.COM on Feb 7th. If you happen to be in San Francisco for the Super Bowl, be on the lookout for a city-wide project I’m doing on Feb 6th. This project will involve me creating 11 original works of art and dropping them off at 11 different locations throughout the city. I’m using this as an opportunity for people to discover and support independently owned businesses within the 11 districts (11 players on the field!) of San Francisco. All of this will take place on my Instagram (@aarondelacruz) so you will need to follow and see what happens!
Aside from that, I’m working on multiple projects and continuing to play this game of life while supporting my team (family). Trying my best to win the MVP for being the best Dad in the league and not end up on the injured reserve list haha.
PHOTOGRAPHY CREDITS | Origins: An NFL Collection
Read the JAN ISSUE #121 of Athleisure Mag and see ORIGINS an NFL Collection in mag.
