The National Football League is launching a $10 million TV campaign on Monday aimed at reaching women football fans. The effort also includes the launch of the new http://women.nfl.com microsite and is being done in concert with existing partners such J.C. Penney, Kohl's and Dick's Sporting Goods as well as new ones such as Victoria's Secret and Destination Maternity.

At the microsite, women can view a look book showing how NFL wives such as October Gonzalez, wife of Altanta Falcons quarterback Tony Gonzalez, and Tanya Snyder, wife of Washington Redskins owner Dan Snyder, put together the various casual to dressy items, according to a report in the Associated Press. A tagline on one page exclaims: “Who says football isn't pretty?”

Some of the other slogans include “NFL Wear That Makes Your Team Love
You Back,” “Love Your Team Without Looking Like You're On It,” “Now,
Show Off Your Colors and Your Shape” and “This Ain't Your Daddy's NFL
Wear.” Another page encourages women to submit videos of themselves wearing
the gear while answering the question, “How do you strut your fit?”

The site also features women such as Alyssa Milano, who has her own NFL-themed collection, and several NFL wives modeling items such as flirt jerseys, flirt tees, “draft me” tops, “sweetspot” jackets and other items of clothing and accessories bearing NFL team logos.

The website touts a large assortment of Touch by Alyssa Milano products
as well as the largest selection of women's jerseys, women's polo's,
women's hats, and women's tops. Beyond a section devoted to Touch by Alyssa
Milano product, the site has separate pages for “Sweetheart &
Flirt Jerseys,” featuring fashion-forward takes on jerseys; as well as
“Oil Can Flirt Tees,” featuring vintage team t-shirts. In addition,
NFLShop.com now has customizable jerseys, an entire line of women's organic apparel as well as plus size and materinity options. Other top
categories for women's NFL gear include fabric, jewelry, watches, and
loungewear.

The league's women's apparel business has doubled since 2004 and is now about one-fourth the size of the men's business, said Tracey Bleczinski, vice president of apparel. Women comprise 44 percent of NFL fans.

The article said the league and its licensing partners are now offering a broad array of products beyond “pink it and shrink it” while also offering more options to wear beyond game day.

“It's kind of like our tag line 'love your team without looking like you're on it,'” said Bleczinski. “We're giving women the opportunity to be themselves and still love the game.”

Some examples of the updated merchandise were spa gift bags with natural brown sugar scrub, Mediterranean sea salts and goat's milk and honey lotion with team logos. The bags come with team-spirited nail polish. Women can also buy customizable jeans that let them choose where their team logos will be displayed. One of the best sellers so far this year is a pairing of a team logo maternity top and matching outfit for a baby, Bleczinski said.