The Philadelphia Eagles are turning league controversy into a marketing opportunity after a proposed ban on their signature “tush push” play failed to pass at the NFL spring meetings.
The rule change, introduced by the Green Bay Packers, aimed to outlaw the quarterback sneak variant that the Eagles have turned into a nearly unstoppable short-yardage tactic.
Eagles cashing in on NFL vote
Despite growing criticism and mounting calls to remove the play, the league ultimately decided against making a change.
The final vote was 22-10, two short of the 24 required to alter the rulebook.
The Eagles’ behind-the-scenes lobbying, including a personal appearance by retired center Jason Kelce, appears to have made a difference.
Wasting no time, the Eagles launched a full-blown celebration both on and off the field – or rather, online and in their team store.
Within hours of the vote, the team dropped a 26-minute YouTube video featuring nothing but successful tush push plays, doubling as both a highlight reel and a tongue-in-cheek message to critics.
But the real centerpiece of their post-vote victory lap is a new “Push On” merchandise campaign.
At the heart of it is a black T-shirt emblazoned with an image of quarterback Jalen Hurts mid-play, along with the slogan “Push On.”
The shirt sells for under $40 at the Eagles Pro Shop and features a playful purchase prompt that reads “Push Here” instead of the usual “Buy Now.”
The team’s social media channels have embraced the moment, flooding feeds with clips, graphics, and fan interactions around the play.
The campaign has quickly gained traction, with thousands of fans celebrating the play’s preservation and embracing its new status as a symbol of the team’s resilience and identity.
Jason Kelce’s role in the outcome has only added to the narrative.
As the anchor of the play during his playing days, Kelce reportedly addressed team owners directly before the vote, helping to sway opinion and preserve the play that’s become synonymous with Philadelphia’s offense.
While only one of the Eagles’ 2025 opponents voted to keep the tush push, the Detroit Lions, the rest of the league will now have to face it again.
And this time, they’ll be up against not just a strategic formation, but a city fully pushing behind it.
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