Travis Kelce business (Getty Images)
His New Heights podcast with brother Jason moved to Amazon’s Wondery in August 2024 on a three-year deal reportedly worth more than $100 million. A year later, his Tru Kolors brand launched a collection with American Eagle, more than 90 pieces in all, one day after he announced his engagement to Taylor Swift. The Kelces launched New Heights in 2022 and grew it fast. The $100 million figure comes from reports citing sources, and the financial terms were not announced. Jason retired from the Eagles after the 2023 season, so the show no longer depends on two active players sharing a schedule. Kelce started Tru Kolors in 2019 and has described it as a brand built on showing up authentically and having fun with style. 27 and Sept. 24 of 2025, with more than 90 pieces priced from $14.95 to $179.95.
Amazon confirmed the agreement, and the brothers said they were thrilled to work with Wondery on the next phase of the show. Travis Kelce now earns money in places that have nothing to do with a football field. Both moves point the same way. The Chiefs tight end is building income that does not rely on a game day. The podcast is the bigger number. Wondery, Amazon’s audio arm, took exclusive rights to advertising sales and distribution, including the back catalog and the video episodes. The deal runs three years. What makes that money interesting is how it gets earned. Kelce is paid for talking, and for the audience that shows up to listen every week. That matters for a tight end who has openly weighed retirement himself. Football ends on someone else’s timeline. A podcast, if people keep listening, can keep going on his. The American Eagle line, called AE x Tru Kolors by Travis Kelce, put it on a much bigger shelf. It arrived in two drops, on Aug. Cricket sweaters, rugby polos, cargo pants, varsity jackets and cashmere sets all made the cut.
He said he had to keep his excitement about the collab “under wraps for nearly a year. Kelce served as creative director and worked with the American Eagle design team. Join conversation Share your thoughts in the comments Be respectful · TOI community guidelines The launch landed in a loud week. Marketing Dive noted that the announcement capitalized on the buzz around the engagement, though the project had been in development for over a year. The marketing was not small. American Eagle ran out-of-home ads in Kansas City, television spots and fantasy sports takeovers, and it tied in with The Ringer podcast network. The timing helped the retailer too. It had just come through backlash over its Sydney Sweeney jeans campaign, and a Kelce launch gave people something else to talk about. For Kelce, the appeal is plain. American Eagle already sells to Gen Z shoppers, and he reaches them without opening a single store of his own. The Ringer tie-in put the clothes in front of sports listeners, the same sort of crowd that tunes in to New Heights. The ads in Kansas City carried extra meaning. It is the one place where his football job and his brand already overlap. Get the latest Sports News and Live updates. Download the TOI app.