It was the game that basically broke the internet. You remember it. January 2024. The AFC Championship. Travis Kelce and the Chiefs had just punched their ticket to the Super Bowl, and amidst the chaos of confetti and cameras, Taylor Swift made her way onto the field. Everyone was looking for the kiss. They were looking for the hug. But the real ones? We were looking at the jewelry. Specifically, that Taylor Swift touchdown necklace that seemed to glimmer under the stadium lights. It wasn't just a piece of gold; it was a literal "End Game" move in real life.
Jewelry has always been Taylor’s silent language.
From the "J" necklace of the Reputation era to the friendship bracelets that literally sparked a multi-billion dollar tour economy, she doesn't wear things by accident. The piece in question—a delicate gold chain featuring a tiny, diamond-encrusted football helmet—wasn't just some random boutique find. It was a custom "Varsity Pendant" from BaubleBar, and the moment it hit the screen, the brand’s servers probably felt the weight of a million Swifties clicking "add to cart" simultaneously.
The Story Behind the BaubleBar Varsity Pendant
Let’s get into the weeds of why this specific piece mattered. It’s priced at roughly $42. It’s not a Cartier Love bracelet. It’s not a Harry Winston diamond. And that’s exactly why it worked.
Taylor has this uncanny ability to mix high-end designer pieces with things that her fans can actually afford. When she wore the Taylor Swift touchdown necklace, she was signaling a specific kind of relatability. She was the supportive girlfriend in the stands, wearing the team colors, wearing the "merch," but doing it with a stylized, chic twist. The pendant featured Travis’s jersey number, 87, and was part of an official collaboration between BaubleBar and the NFL.
Honestly, the marketing genius here is staggering. BaubleBar had been an NFL partner for a minute, but the "Swift Effect" took their sales to an entirely different stratosphere. We aren't just talking about a 10% bump. We are talking about items selling out in minutes and lead times stretching into months.
It's kinda wild when you think about it. Most celebrities at that level of fame are draped in untouchable luxury. But Taylor? She wears a $40 necklace to one of the biggest sporting events of the year. It makes the fan base feel like they’re part of the inner circle. It’s the "Get the Look" culture on steroids.
Why the Number 87 Became a Global Fashion Statement
The necklace wasn't the only "87" she sported that season, but it was the most subtle. We saw the custom puffer jacket made by Kristin Juszczyk. We saw the rings. We saw the bracelets. But the necklace stayed close to her heart, literally.
Specifics matter here. The necklace is a 14k gold-plated brass piece. It’s 16 inches with a 2-inch extender. It’s accessible. When you see her on the field, crying, laughing, and celebrating with the Kelce family, that little "87" pendant is right there in the frame. It’s a visual shorthand for her commitment to the bit—and the man.
People love to debate whether this was a PR masterclass or true love. I’d argue it doesn't matter. The impact on the jewelry industry is the same regardless. The trend of "WAG-core" (Wives and Girlfriends aesthetic) exploded because of this. Suddenly, every girl at a Sunday night watch party wanted a necklace that repped their partner’s hobby or number.
💡 You might also like: Alyce Huckstepp: What Most People Get Wrong About Her Career
Breaking Down the Customization Craze
Since that touchdown moment, custom sports jewelry has seen a massive resurgence. Brands like Stephanie Gottlieb and Sarah Chloe have seen spikes in requests for number-based pendants.
- The BaubleBar Original: Still the gold standard for fans.
- The Fine Jewelry Versions: Fans with bigger budgets are opting for solid gold and real diamonds to mimic the look but make it "forever."
- The DIY Movement: Etsy is flooded with "87" charms and football-themed jewelry.
It’s about the narrative. Taylor isn't just wearing jewelry; she’s writing a script. The Taylor Swift touchdown necklace was the climax of the season's fashion arc.
The Logistics of the "Swift Lift" for Brands
If you’re a brand like BaubleBar, how do you even prepare for this? You don't. You just hold on for dear life.
The necklace became a viral sensation not just because Taylor wore it, but because of how she wore it. She layered it. She paired it with a classic red lip and a messy ponytail. It felt authentic. It didn't feel like a paid partnership—and according to most reports, it wasn't. She (or her stylist, Joseph Cassell) likely just picked it out because it fit the vibe.
That is the holy grail for marketers. Earned media that results in millions of dollars in revenue without a single contract being signed.
The ripple effect went beyond just that one necklace. It boosted the entire NFL x BaubleBar collection. Suddenly, earrings shaped like helmets and bracelets with team logos were "cool" for people who had never watched a down of football in their lives.
It Wasn't Just One Necklace
While the "Varsity Pendant" got the most press, Taylor’s entire jewelry box during the 2023-2024 season was a masterclass in thematic dressing. She wore a "TNT" (Taylor and Travis) bracelet. She wore a ring with a tiny jersey on it.
But the Taylor Swift touchdown necklace remains the most iconic because of the timing. The AFC Championship win was the moment the world realized this wasn't just a "fling." It was a season-long saga that was ending in a Super Bowl appearance. The jewelry served as the costume design for the most-watched reality show on earth: the NFL.
📖 Related: Is Kat and Dale still together? The reality of their relationship in 2026
How to Style Personalized Sports Jewelry Without Looking Tacky
Look, wearing a football helmet around your neck can go south pretty fast. If you’re trying to replicate the look, there are a few rules to keep it elevated.
First, layer it. Taylor rarely wears a single necklace alone. She mixes textures—maybe a heavier gold chain with a daintier pendant. Second, keep the rest of the outfit somewhat neutral. If you're wearing a bright team jersey, gold jewelry helps "adult" the look.
Actually, the best way to do it is to go for the "high-low" mix. Wear your fan jewelry with a high-quality blazer or a cashmere sweater. It creates a contrast that says "I’m a fan, but I also have a 401k."
The Longevity of the Trend
Is the Taylor Swift touchdown necklace still relevant now that we’re moving into new eras and new seasons? Absolutely.
Trends in the Swiftverse don't really die; they just become part of the archives. Fans are still buying these necklaces for their own "Eras" tour outfits or for game days. It has become a staple of the "Chiefs Kingdom" uniform for women everywhere.
The interesting thing is how it has forced sports leagues to rethink women's apparel. For decades, "women's sports gear" meant taking a men’s shirt, making it pink, and shrinking it. Taylor showed the league—and the world—that women want actual fashion. They want jewelry. They want pieces that look good at brunch and in a stadium suite.
What This Means for Future Celebrity Brand Placements
We are entering a period where "the accidental placement" is more valuable than the "super bowl ad." When Taylor wears a piece of jewelry, she is giving it her seal of approval.
For the average consumer, seeing a Taylor Swift touchdown necklace is a prompt to engage with a brand they might have overlooked. It’s a gateway. Today it’s a $40 necklace; tomorrow it’s the entire lifestyle.
If you're looking to grab one, be careful with the knockoffs. There are a thousand versions on Amazon, but the weight and the gold-plating quality vary wildly. The original BaubleBar version is still the one most collectors hunt for because it has that specific "official" tag.
👉 See also: Marie Osmond Breasts: What Most People Get Wrong About Her Transformation
Actionable Steps for Fans and Fashionistas
If you want to lean into this aesthetic without looking like a carbon copy, here is how you handle the jewelry game moving forward:
- Invest in a base layer. Get a high-quality 14k gold chain that you can wear every day. This is your "forever" piece.
- Add the "Story" charms. Whether it's a number, an initial, or a tiny football helmet, these are the pieces you swap out based on the occasion.
- Don't fear the "Cheap" stuff. As Taylor proved, a $40 pendant can look like a million bucks if you wear it with confidence and the right outfit.
- Focus on the 16-18 inch range. This is the sweet spot for pendants to sit right above a crew neck or inside a collared shirt, ensuring they're visible but not distracting.
The era of the Taylor Swift touchdown necklace might have started in a stadium in Baltimore, but it’s living on in the jewelry boxes of millions. It’s a small reminder that sometimes, the best way to say something is to let a tiny, gold-plated number "87" do the talking for you.
Check the official NFL shop or BaubleBar’s site for current stock, but be prepared for "Sold Out" signs if there's any big news in the Kelce-Swift world. History tends to repeat itself, especially when there's a gold chain involved.
To maintain the quality of these plated pieces, avoid spraying perfume directly on the pendant and keep it away from sweat when possible. While they're built for game day, gold-plated brass will eventually tarnish if you treat it like solid gold. Store it in a microfiber pouch to keep that "Touchdown" shine for the next season.