The Chiefs have lost the 2025 Super Bowl and failed to secure a third-straight championship. But the shirts, hats and sweatshirts celebrating the three-peat that could have been have already been produced. So what happens now?

For more than a decade, the NFL has partnered with Good360 to distribute unsellable apparel after big games like the AFC and NFC championships and the Super Bowl. The charitable organization then distributes the goods to their network of global nonprofits.

Facing fan fatigue, a frequent champion is asked to embrace the dark side. It isn’t convincing.