According to WWD, Reebok is launching a collection of maternity T-shirts under its National Football League division. Why NFL? According to company research, more than 40 percent of the viewers of NFL games are women and, as a result, women’s NFL apparel is Reebok’s fastest growing business. The collection consists of “a line of cotton maternity T-shirts with team logos and kitschy sayings like “#1 Draft Pick” printed on them. There are also a range of gift packs available, which includes a T-shirt and matching bib and onesie. The collection will launch for retail selling during the fall 2010 football season, and Reebok is targeting stores like Destination Maternity and NFLShop.com, as well as all the NFL team stores nationwide. The line wholesales from $15 to $17.50.” The View co-host Elisabeth Hasselbeck is the face of the brand, whose husband Tim is a former NFL quarterback and is also pregnant with her third child.

“I actually did a design internship at Reebok years ago. The NFL has a tremendous amount of female fans. Watching a game can be a real family bonding experience, and I can tell you that the women behind the games are truly the most intense of the fans. “they have a great fit, they are super soft and nice and long so you can easily wear them over your workout pants.” – Elisabeth Hasselbeck