The purpose of this study was to determine the rationale behind football game day attire and to establish whether organizational identification, perceived organizational prestige, and game day participation influenced clothing choice. By identifying the game day clothing habits of female college students attending Division I-A schools throughout the United States, four factors (fashion consciousness, desire for comfort, desire for uniqueness, and spirit-seeking behavior) were found to influence game day attire. Football game day participation was found to be the strongest predictor of football clothing choice. (Contains 4 tables.)