LOS ANGELES — King’s Hawaiian is redefining what it means to be a “hardcore” football fan. On Wednesday, January 28, 2026, the brand announced a new partnership with two-time Super Bowl champion Eli Manning. Together, they are launching the Eli Manning Softest Merch collection, a limited-edition line designed specifically for “Soft Fans”.
This campaign embraces the fans who attend the Big Game parties for the snacks, the commercials, and the vibes, rather than just the tackles on the field.
The “Soft Fan” Concept
King’s Hawaiian is famous for its soft rolls. Therefore, it makes sense for them to champion the “softer” side of football fandom. The brand defines “Soft Fans” as those who show up for the food spreads and the social atmosphere.
Consequently, they tapped Eli Manning to curate this unique collection. The Eli Manning Softest Merch includes items that prioritize comfort over athletic performance.
What is in the Collection?
The line features ultra-soft loungewear perfect for a cozy Super Bowl party. The collection includes:
- Apparel: Crewneck sweatshirts, long-sleeve shirts, hats, and socks.
- Slogans: The gear features playful phrases like “Here For The Food,” “Run the Ball, Pass the Sliders,” and “Defense Wins Games. Sliders Win Hearts”.
- The Cheat Sheet: Select items feature a “Soft Fans Cheat Sheet” on the sleeve. This clever addition offers playful reminders about the game for fans who might not follow every play.
Availability
Fans can purchase the Eli Manning Softest Merch starting January 28, 2026. The items are available exclusively on KingsHawaiian.com for a limited time.
For more updates on food brand collaborations and Super Bowl promotions, visit Source86.
