The news that after 10 years of publishing ESPN The Magazine was going in introduce more fashion editorial was met with some … skepticism. But now we totally get it. ESPN readers need help.

This is the Dallas Cowboys’ Steve Bowen last night at the magazine’s 10th anniversary party. Get that man an issue!

“People want to know what athletes are wearing to and from the ballpark” insists ESPN The Magazine’s VP of magazine sales Steven Binder, which is why the sports mag will ramp up its fashion coverage, as if that’s an obvious next step. Hint: If it’s not Nike or Under Armour, readers actually don’t care. But advertisers might! They’ll just love that event you’re throwing during Milan fashion week.

ESPN The Magazine, aka that sports magazine launched by that sports channel, is getting its own site. ESPNthemag.com had a soft launch on Friday.

The magazine’s executive of multimedia, Robbyn Footlick, described the site like a TV network, with “lunchtime programming.” That’s all well and good, but it wouldn’t have been cheaper for ESPN The Magazine to just siphon off of ESPN’s actual lunchtime programming?

Even Sports Illustrated’s website is part of the CNN network. This means that ESPN either made a very costly mistake of splitting up their brands, or they have the ridunklous money and patience to wait for ESPN The Magazine to come into its own.