NFL apparel and memorabilia clears billions of dollars every season. Today’s fans are more diverse than ever, scooping up products promoting a bevy of different NFL athletes. Official and unauthorized vendors alike offer thousands of products to choose from, making it increasingly difficult for official team stores to stand out from the pack. The Pittsburg Steelers have managed to stay on the cutting edge with their apparel by hiring Susan McGalla (formerly of American Eagle and Wet Seal) to spearhead strategic planning. She brings nearly thirty years of experience with her to the organization, specializing in branding and merchandising. Her fifteen years spent with American Eagle taught her valuable lessons concerning trends and how to market to her audience. McGalla has done wonders to make the fans feel appreciated and important by taking full advantage of their voice on social media. She has rolled out contests to encourage the faithful fans to support their team during Fridays at the office place. She has made it easier for fans to find what the players and coaches are wearing by adding a section devoted to just that on their website. Susan McGalla recognizes the need for more options in apparel and merchandise geared towards the female fan. Due in large part to her tireless efforts; the Steelers have rolled out more team themed jewelry, they have joined up with some of the more notable female box stores, the store added a large quantity of figure fitting attire that does not look unisex or masculine, and even rolled out more pink attire.