Eli Manning and King’s Hawaiian Debut “Soft Fans” Football Merch Collection
SPORTS
Eli Manning and King’s Hawaiian Launch the Softest Football Merch to Celebrate ‘Soft Fans.’
Within NFL fandom, “soft” has typically been an insult, directed at players who dodge contact and fans who call it quits early.
But as we approach Super Bowl LX, King’s Hawaiian is flipping the script. Today, the brand known for its iconic pillowy rolls announced a partnership with two-time Super Bowl champion Eli Manning to launch the "Soft Fans Collection," a limited-edition merch line dedicated to the people who show up for the party, not just the points.
This isn't just a gimmick; it’s a strategic embrace of the "Secondary Viewer," the demographic that fuels gameday snack sales but might be more interested in the halftime show or the slider spread than the blitz package.
The Merch of the "Food-First" Fan
The Soft Fans Collection is built on the premise that being "here for the food" is a winning strategy. The line includes ultra-soft crewnecks, long sleeves, hats, and socks, all featuring slogans that prioritize the pantry over the playbook:
"Defense Wins Games. Sliders Win Hearts."
"Run the Ball, Pass the Sliders."
"Here For The Food."
In a move of pure utility, select pieces even feature a "Soft Fans Cheat Sheet" printed on the sleeve, playful reminders of Big Game rules for those who might need a quick refresher between bites.
Humanizing the Hardcore
By partnering with Eli Manning, King’s Hawaiian is bridging the gap between the professional gridiron and the living room couch. Manning, a legend known for his "everyman" charm and postseason heroics, is the perfect ambassador for a campaign that celebrates the joy and togetherness of the game.
“Football has always been about bringing people together,” said Raouf Moussa, CMO of King’s Hawaiian. “As a brand that’s been part of football food traditions for generations, we wanted to spotlight the fans who show up for the joy and the food.”
The Rise of "Adjacent Fandom"
The most successful sports marketing isn't just targeting the "Die-Hard," it’s targeting the "Adjacent Fan." King’s Hawaiian’s Soft Fans Collection is a masterclass in Inclusive Brand Narratives.
For the CPG and Hospitality Economy, the lesson is clear: your product's value isn't just in the flavor; it’s in the Occasion it facilitates. By validating the "Soft Fan," King’s Hawaiian is securing its spot as the official bread of the "Non-Viewer" who actually controls the grocery list. In the Attention Economy, the winner is the brand that makes everyone at the party feel like they belong on the roster.