- Colston Loveland, Chicago Bears tight end, fronts the new "Breathe Through It" campaign for Vuori's Breathe Collection.
- The collection is a lightweight, perforated performance line built for high-intensity training, reimagining Vuori's popular Kore Short and Strato Tee.
- The campaign was shot on a ranch landscape, tying into Loveland's Idaho upbringing.
- Loveland joins a growing Vuori athlete roster that already includes Tom Holland, Jared Goff, Arch Manning, Miles McBride, and Livvy Dunne.
Chicago Bears tight end Colston Loveland is the face of Vuori’s newest push into performance wear. The Encinitas-based label has unveiled its Breathe Collection, a lightweight, perforated lineup built to hold up through intense workouts, and tapped Loveland to headline the launch under the tagline “Breathe Through It.”
Shot against a rugged ranch backdrop, the campaign leans into Loveland’s roots. Loveland said training has always meant putting in the work no matter the conditions, a mindset he traces back to growing up on a ranch in Gooding, Idaho. He added that the collection breathes and keeps up with how he trains, particularly in the heat.
The Breathe line reworks Vuori staples like the Kore Short and Strato Tee into more breathable, moisture-wicking versions, alongside a hat, vintage jeans, a tank top, and a fitness jacket. Founder and CEO Joe Kudla called Breathe a natural evolution of how the brand thinks about performance.
Loveland enters this campaign fresh off a standout rookie season, leading Chicago in receiving with 58 catches for 713 yards and earning NFC Offensive Player of the Week honors.
He’s part of a rapidly expanding Vuori roster: the brand made Tom Holland a global brand partner for its golf-inspired Spring 2026 line, and just months earlier brought Knicks guard Miles McBride into the fold for its “No One Like Two” push.
Vuori has also built out ambassador deals with Jared Goff and Arch Manning as it expands beyond its yoga-and-lounge roots into performance and team sports.
Takeaways
Vuori keeps widening its net across sports (golf, football, basketball) while staying anchored to its lifestyle image. Pairing an NFL rookie sensation with a training-focused collection signals the brand wants credibility with serious athletes, not just casual wearers.
Does signing rising rookies like Loveland build longer-term brand loyalty than A-list names? Could tying the campaign to Loveland’s hometown story resonate more than a generic training ad?
