Love and Hurts: Jalen Hurts’ Viral Hoodie Steals the Spotlight at Eagles’ Super Bowl 2025 Parade

On February 14, 2025, Philadelphia was awash in a sea of green as fans gathered to celebrate the Eagles’ triumphant Super Bowl LIX victory. The parade, coinciding with Valentine’s Day, was a testament to the city’s unwavering devotion to its team. Amidst the jubilant celebrations, quarterback Jalen Hurts made a memorable appearance, donning a hoodie that read “Love and Hurts.” This sartorial choice not only showcased his partnership with Jordan Brand but also became a symbol of the day’s festivities.

A Parade to Remember

The Eagles’ Super Bowl parade commenced at Lincoln Financial Field, winding its way through the heart of Philadelphia, and culminating at the iconic Philadelphia Museum of Art. Fans, many of whom had camped overnight, lined the streets to catch a glimpse of their heroes. The atmosphere was electric, with chants of “Fly, Eagles, Fly” echoing throughout the city. Players and coaches took to the “Rocky” steps, delivering heartfelt speeches and expressing gratitude for the unwavering support. Super Bowl MVP Jalen Hurts, in particular, addressed the crowd with a message of resilience and unity.

The Love and Hurts Hoodie: A Symbolic Gesture

Jalen Hurts’ choice of attire—a black hoodie emblazoned with the phrase “Love, Hurts” in bold red letters—quickly became a focal point of the parade. This hoodie was part of a strategic collaboration with Jordan Brand, designed to celebrate both the Super Bowl victory and the Valentine’s Day occasion. The play on words served as a clever nod to Hurts’ surname and the emotional journey of love and perseverance. The campaign extended beyond apparel; Jordan Brand transformed Philadelphia’s iconic LOVE Park sculpture to read “Love, Hurts,” and similar signage adorned various landmarks and public transportation throughout the city.

A Citywide Celebration

The “Love, Hurts” campaign resonated deeply with Philadelphians. The modified LOVE sculpture became a popular spot for fans to gather and capture memories, symbolizing the city’s collective pride and affection for their team. The integration of the campaign into the city’s fabric, from subway stations to public parks, exemplified the unity between the team and its supporters. This collaboration between Jalen Hurts, Jordan Brand, and the city of Philadelphia showcased how sports can transcend the field, fostering a sense of community and shared identity.

A Day of Highs and Lows

While the parade was predominantly a joyous occasion, it was not without its challenges. Reports indicated that Eagles General Manager Howie Roseman sustained a minor injury after being struck by a thrown beer can. Additionally, an unfortunate shooting incident resulted in injuries to two women near the celebration area. Despite these incidents, the overall spirit of the day remained positive, with fans and players alike focusing on the historic achievement and the unity it brought to the city.

The Impact of the “Love and Hurts” Campaign

The success of the “Love, Hurts” campaign extended beyond the parade. Merchandise featuring the slogan saw a surge in demand, with fans eager to own a piece of this unique moment in Eagles history. The collaboration highlighted Jalen Hurts’ marketability and his deep connection with the Philadelphia community. It also underscored the power of strategic branding in sports, demonstrating how thoughtful marketing can enhance fan engagement and create lasting cultural symbols.

The 2025 Super Bowl parade in Philadelphia was a celebration of victory, love, and unity. Jalen Hurts’ “Love, Hurts” hoodie encapsulated the essence of the day, blending personal branding with citywide pride. This event exemplified how sports can bring communities together, creating shared experiences that resonate beyond the game itself. As the city continues to revel in the Eagles’ success, the “Love, Hurts” campaign stands as a testament to the enduring bond between Philadelphia, its team, and its beloved quarterback.