The Pittsburgh Steelers have revamped their team apparel with the fans in mind. Before fans were hard pressed to find anything outside of a jersey or t-shirt that they could wear to express their Steelers pride and show off their support for their team, but thats all changed now. Now the fan gear reflects the diversity of the fandom; team apparel now comes in a variety of styles, colors, prints, and merchandise options. Theres ties and pins for the fan who wants to show his Steelers pride at the office, stylish and form fitting apparel for the fashionista who wants to wear her team no matter where she’s going, and even baby clothes for parents who want to dress their children up in the team colors and logo. Susan McGalla, the director of strategic planning for the team, has worked with the fans in mind to create merchandise that is fun, functional, and translates into their everyday lives. Susan McGalla brings her experience as the CEO of Wet Seal and President of American Eagle Outfitters to her new job with the Steelers organization. Deals with Tommy Bahama, Nike, Victoria’s Secret, and Pandora jewelry make it easier for every steelers fan to find merchandise that reflects their personality in addition to their team pride. This new fashion campaign is all a part of McGalla’s plans to overhaul the team as a brand and bring new branding, lifestyle, and merchandise opportunities to the franchise. She wants to connect with fans and use their requests and feedback to make the experience of being a part of the Steelers fandom immersive; so much so that fans can own the exact jerseys, hoodies and other apparel and accessories that the players themselves wear. Susan McGalla is using her retail expertise to make sure that the fans know they’re important, and that their team wants to make them proud enough to share in all the best moments of their lives, not just game time. Under her leadership focus groups. social media, and fan feedback are being utilized to give fans fashion they can take from the stadium to the street.