Singer Taylor Swift and football player Travis Kelce sporting Ralph Lauren in their engagement picture is good news for the $18 billion, New York-based apparel maker, according to Jefferies. “For a company that states it is not only in the clothing business but in the dreams business, we view this outcome as mission success,” Jefferies analyst Ashley Helgans wrote in a Wednesday note to clients. Additionally, it’s “one that supports the strength of RL’s brand and likely continued momentum ahead.” In pictures shared on social media announcing the engagement Tuesday, Swift donned a striped dress that was sold out on Ralph Lauren’s website as of Wednesday morning. Kelce wore a polo shirt with what appears to be the company’s iconic logo on the chest. The pair’s Instagram post had 28 million likes and more than two million reshares as of Wednesday morning. Helgans said Swift’s preference for Ralph Lauren in recent years is an “encouraging catalyst,” especially before the release of Swift’s next album, “The Life of a Showgirl,” on Oct. 3, and the start of Kelce’s next NFL season on Sept. 5 when the Kansas City Chiefs play the Los Angeles Chargers in Sao Paulo, Brazil, the first-ever NFL live broadcast on YouTube. The celebrity engagement is one of several successful marketing moments for Ralph Lauren this summer, according to Helgans, from the Oak Bluffs campaign celebrating a historic black community on Martha’s Vineyard, Massachusetts, to sponsorships of major tennis events such as Wimbledon and the U.S. Open. Helgans said she views Ralph Lauren favorably at current prices, rating it a buy with a $335 price target, implying 14% upside over Tuesday’s close. Ralph Lauren shares have rallied nearly 27% in 2025, far outpacing the S & P 500, and on track for its third straight winning year.
