American Football Wants You to Rethink the Global Sport's Stateside Impact

Presenting its debut collection, American Football is a new Los Angeles label that aims to redefine the meaning the the world’s number one sport to Americans. With a capsule of three graphic t-shirts and three hoodies, the brand shows the first iteration of its visual identity, characterized by a subversive statement and a strong emblem.

On one design, the simple statement “This is a football” is featured in an amorphous typographic style layered over a neon green sketch of a ball. Elsewhere, another graphic shows different football designs from the traditional pentagonal design to more contemporary professional styles, showcasing the evolution of the sport through the transformation of its central symbol. Standing out is American Football’s emblem, blown up on the front of hoodies and tees, and featured again on the backside with a bold futuristic word mark.

While “American football” typically refers to the unique American sport, “football” generally carries a meaning that’s not shared by the US. The brand says it hopes to represent “the spirit of those who play, support, and shape the game in America every day.” Founder Kenny Mac says “American Football is deeply personal,” in another statement. “It was born from the experience of watching my son, Axel, grow in the sport—from a three-year-old learning to kick a ball to a 13-year-old MLS Next goalkeeper competing at the highest youth levels. His journey gave me a front-row seat to the evolving culture of football in America—one that is thriving but still lacks the recognition and cultural resonance it deserves,” he continued

As the 2026 FIFA World Cup approaches, traditional football in the US lacks a cultural presence to reflect the sport’s universal. American Football’s first collection symbolizes a bridging of that cultural gap and represents a new generation of diverse enthusiasts from all backgrounds. “This isn’t just about the game—it’s about the people who play it, support it, and live it every day,” said the brand.

Shop the brand’s debut collection today at the American Football web store.