Travis Kelce’s (c) lifestyle brand, Tru Kolors, has partnered with American Eagle|@AEO|X

Fresh off announcing his engagement to singer Taylor Swift, NFL star Travis Kelce dropped his collaboration with American Eagle (AE), sending the brand’s stock up nearly 8.5% Wednesday.

Kelce’s lifestyle brand, Tru Kolors, has partnered with the American retailer on the new line, featuring over 90 pieces priced between $14.95 and $179.95. The collection includes streetwear like cricket sweaters, rugby polos, varsity jackets, and cargo pants.

The move comes as AE navigates a competitive “denim war,” with rivals like Gap and Lucky Brand. Its recent ad with actress Sydney Sweeney also stirred eugenics-related controversy.

Despite the stock bump from the collaboration, AE’s stock is still down 20% this year.