Joe Burrow strode into Kansas City's Arrowhead Stadium two Sundays ago for the AFC championship game clad in a black turtleneck, rimless sunglasses, a blinding diamond pendant — and a Sherpa jacket, decked with hearts, that would soon become an internet curiosity.

The coat was designed not in the fashion houses of Milan or Paris or New York but rather on an iPad in that sartorial hotbed of southeast Ohio, by the younger brother of one of Burrow’s oldest and closest friends. Micah Saltzman, 21, sends him samples from every collection of his clothing line, Live2Love, but he didn’t know Burrow would be sporting the jacket until photos began ricocheting across social media.

"Once he wore it,” Saltzman said, "it obviously blew up.”