Everyone is talking about the Kansas City Chiefs this week, and for good reason. The team secured another Super Bowl victory this past weekend with a win over the Philadelphia Eagles. And for once, no one is talking about the Patriots or Tom Brady.

Or so we thought.

The quarterback might have retired (again) after this past season, but that didn’t stop him for pushing his way into Super Bowl conversations anyway. Right before the big game, the seven-time champion announced the drop of a limited-edition clothing release through his BRADY brand. The name?

“Seven Rings.”

According to the BRADY brand Instagram account, the coaches jacket and a white T-shirt are “the ultimate game-day swag … You can’t talk about the NFL world championship without mentioning Brady. His dominance and historic 7 wins on the biggest stage in American sports helped set the standard and solidify his legacy. In one of the most iconic sports images ever, #12 reminds us just how many reasons there are that make him the best ever to do it. Get ready for the big game and sport a piece of history.”

At the time of writing, the two items are still for sale, though they’re still in pre-sale mode and won’t ship for 2-3 weeks.

This isn’t the first time apparel for his line has been pushed into the social media stratosphere. You might recall the cringe-worthy post he shared a few weeks back promoting his underwear line. Or maybe you remember when the shirts printed with his high school picture sold out in record time.

For better or worse, Brady has managed to create a lot of buzz around his brand, joining the ranks of many other celebrities pushing branded apparel out into the world.