In February for Black History Month, USA TODAY Sports is publishing the series ’29 Black Stories in 29 Days.’ We examine the issues, challenges and opportunities Black athletes and sports officials continue to face after the nation’s reckoning on race following the murder of George Floyd in 2020. This is the fourth installment of the series.
This week Kiya Tomlin posted a message on TikTok and her words, despite such a short video, said so much.
‘Kiya Tomlin here,’ she started. ‘Wife of 27 years to Pittsburgh Steelers head coach Mike Tomlin. So all this talk about where is all the really cool licensed NFL apparel for women. I just have to say: Been here, been doing that.’
The video then switched to images of women wearing Tomlin’s NFL inspired designs. The message was powerful and clear.
‘After seeing all the commotion about Taylor Swift,’ Tomlin said in an interview with USA TODAY Sports, ‘I just wanted to say, ‘I’m here. I’ve been doing this. Here’s my work.”
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I’m the guy who wears his pajamas into the grocery store so fashion isn’t my thing but by all accounts Tomlin’s designs, including her NFL licensed apparel, are stylish, and high quality. Also, her track record in this space is lengthy, starting in 2014, and she says her products are cut and sewn in America. She’s a small business success story.
So why have so few people heard of what she’s doing? That’s a great question and the answer is nuanced. But it cannot be answered without the context of the story of Kristin Juszczyk.
She is the wife of 49ers fullback Kyle Juszczyk. Kristin, too, started a clothing line and like Tomlin, she was able to get an NFL licensing deal. Kristin had a staggering moment that changed the course of her business and perhaps her life. The San Jose Mercury News described it this way: ‘(Juszczyk) has become the talk of the fashion and sports worlds, ever since Taylor Swift strode into Kansas City’s Arrowhead Stadium on Jan. 13, wearing a red puffer jacket that Juszczyk made for her.’
‘Kristin is certainly on people’s radar. I’m sure there will be all eyes on what she’s wearing at the Super Bowl and if she’s designed anything for the other celebrities attending the game,’ Krista Corrigan, an analyst for Edited, told the newspaper. ‘In a way, it almost feels like her Super Bowl as well − a Super Bowl for her business. It’s a very cool story.’
It is a cool story and to be clear, Tomlin isn’t criticizing Juszczyk (and neither am I). But the juxtaposition is hard to ignore.
Tomlin says some of why her story isn’t as well known is because she wanted to be independent and not use her last name to promote her work.
‘I’ve stayed a little off the radar because when I was building the business, I wanted to make clear that this is what I do, not what Mike does,’ she said, referring to the Super Bowl winning coach. ‘I’ve always wanted to be on my own.’
However, it’s still highly problematic that there wasn’t more attention to what she was doing. There have been some stories about her but not many.
What would have happened had Swift seen Tomlin’s work? We don’t know. What we do know is Tomlin’s business is prospering. Her line is called Kiya Tomlin X NFL and her website describes it this way:
‘All of my life I’ve been inspired by moments and stories and the beautiful, busy, extraordinary living of them. Giving women the opportunity to fully live in each of these moments is my why. Why I became a designer. Why I create easy, flattering, fashionable, functional clothes. Clothes meant to spend more time on real bodies than on hangers. Fabrics hand-chosen to drape nicely over middles; that stand with you as you speak your mind; that show off the shoulders that keep holding this world up.
‘I design clothing so that all women can live their stories purely and fully, without restriction or limitation. Each and every garment worthy of being seen, enjoyed, admired, appreciated. Just like the moments that inspired them. And the beautiful, incredible women they’re made for.’
Tomlin said it took her several years to get the NFL license and when she did it ‘opened the door to a small, Black-owned business like mine, and has really helped me grow.’
What would Tomlin’s advice be to other people thinking of trying to create their own fashion line?
‘Move beyond what’s in your head,’ she said. ‘Start taking the needed steps. And don’t let other people’s doubts impact you.’