its a throwback, i have to assume its a jersey that has been worn by the steelers at some point in their past. people usually hate the steelers throwbacks, i dont really mind this one. i like that its absurd and out there. i dont htink they made it to be a fashion statement, the steelers really dont need to go crazy about extra jersey sales im sure.
it does actually look a bit like a shameful episode from Newcastle uniteds past http://www.football-shirts.co.uk/fans/just-3-fans-queue-for-newcastle-away-shirt_4571
It's all about marketing; pimping the fans for huge amounts of money for garbage that is made in China.