Steelers Overhaul Fan Gear Closet, Introduce New Fashion Campaign

PITTSBURGH (KDKA) – Just in time for the Steelers’ first home game of the season, the organization has launched a new fashion line, a new website and lots of fun ways to connect with the team and other fans.

We don’t know how many points the Steelers will score Sunday, but the team is already scoring points with fans who want merchandise to suit their own style.

Susan McGalla, the new Steelers director of strategic planning, says you’ll find it all on their newly-launched website: https://shop.steelers.com/.

“We want to make it easy, quick on any device you want to shop,” says McGalla.

New this year, Pandora jewelry with Steelers charms, big labels like Tommy Bahama, Nike Golf and Victoria’s Secret. There’s also lots of pink for younger girls who love the Steelers, plus neon yellow and metallic gold.

“This is the whole idea of sport goes into street. You can dress it up or you can dress it down,” says McGalla. “This has the thumbholes which a lot of the girls look for. Great zip, understated Steeler logo, but it’s there. And we can amp it up a little bit with a great scarf with a little bit of bling.”

McGalla knows retail. Before joining the Steelers organization, she was president of American Eagle Outfitters and CEO of Wet Seal.

Now, she’s bringing her expertise in branding, lifestyle and merchandising to the Steelers. And she’s starting by listening to fans.

“We’re constantly innovating around the fans. We’re bringing in focus groups talking about how we can have them share and be part of the organization in more vibrant ways,” she says. “And we’re embracing social networking in ways to make happen very seamless, very quick and very fun.”

See some of the new Steelers’ fashions on Pittsburgh Today Live:

Many men said they want something to wear to work. Now, they have lots of options. Women want clothes that fit their figures and look feminine, and many moms wanted something other than black onesies, now there’s even pink animal print.

“We would get hundreds of letters from fans telling us, how do I get what Tomlin had on on the sideline? How do I get that sweatshirt or hoodie Ben had on before the game?” said McGalla.

They made that easy too. All you have to do is just look for the “Wear What We Wear” signs on the website.

The Steelers also have a new campaign called “It’s Not Just Friday, It’s Steelers Friday,” and they want everyone to wear their black and gold on Fridays before games. Then, you can enter their contest with photos of you in your black and gold. You could win a whole new Steelers-themed wardrobe.

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