Professional sports team are notorious for having a dedicated fan base. This is especially true for Pittsburgh Steeler’s fans. They have a passionate fan base that can now take their support for their beloved team to a whole new level. The Pittsburgh Steeler’s organization is offering a brand new fashion line for fans to show and wear the love they possess for their favorite sport’s team. The Pittsburgh Steelers even have their own website to make it easy to peruse through different styles and options of clothing to show your love of this team. Susan McGalla is the new director for the Steelers strategic planning organization. She successfully launched the website that will market and sell merchandise for the Steeler’s organization. One of the most surprising and innovative ideas for this website is that it is not limited to just clothing and apparel. One of the newest items is a Steeler’s charm for your Pandora bracelet. High end jewelry is a new trend to market online. A Pandora charm bracelet is the ultimate way to show your love for your favorite football team. McGalla is not new to fashion merchandising. She is the former President for American Eagle Outfitters and she also held the position of CEO of the clothing store the Wet Seal. Her experience is behind the success of the Steeler’s new marketing strategy and the popularity of online shopping. The Pittsburgh Steelers may not be the first to market online merchandise for their fans. However; they may be the first to launch a fashion campaign according to Wikinvest that offers an extensive line of clothing and jewelry to be worn as street wear. They hope their fans are inspired to wear this line everywhere, not just on game day.