The National Football League (NFL) and Abercrombie & Fitch today announced a multi-year partnership, making Abercrombie & Fitch the first Official NFL Fashion Partner in the league’s history.
Following the successful launch of licensed NFL products in 2022, Abercrombie and Fitch, in collaboration with the NFL, aim to redefine the fan look through a fashion-forward perspective. With well-known NFL athletes as the faces of the campaigns and designers of their own collections, complemented by a lifestyle assortment, the goal is to blur the line between game-day outfits and everyday fashion for both male and female fans, as well as the players themselves.
In addition to a presence at major NFL tentpole events – including select NFL International Games – Abercrombie and Fitch will also bring the partnership to its stores worldwide.
„As the NFL evolves, we are working with brands that share our strategic vision,“ said Tracie Rodburg, Senior Vice President of Global Partnerships at the NFL. „Becoming Abercrombie & Fitch an Official Partner underscores our role as a growing player in the fashion world. We’re creating deeper connections with our fans where passion and fashion converge, and celebrating the unique style of our players.“
A key focus of the partnership is expanding the female fan base – women now make up nearly half of NFL fans. Fashion and sports are increasingly merging to provide authentic ways for them to express their excitement on game day.
„We are uniquely positioned for this moment, where sports, fashion, and culture are converging more than ever before,“ explains Fran Horowitz, CEO of Abercrombie & Fitch Co. „We have worked closely with the NFL and leading NFL athletes for several years, and becoming an official league sponsor is a natural fit. As a style authority, we develop products that allow fans to represent their team while expressing their personal style. This partnership goes beyond traditional licensing – together with the NFL, we aim to redefine fandom through fashion.“
As part of the partnership, Abercrombie is launching the Abercrombie Style Concierge – an innovative service that offers select NFL athletes customized outfits and direct access to in-house styling experts.
To celebrate the launch, Abercrombie unveiled the nationwide „Style Concierge“ campaign, featuring players known for their distinctive style off the field: Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown, a well-known NFL player with German roots (Detroit Lions), CeeDee Lamb (Dallas Cowboys), and Tee Higgins (Cincinnati Bengals). This is the brand’s largest advertising investment in sports to date. In addition, the players have collaborated with Abercrombie to create limited-edition co-design collections that will be available for the upcoming NFL season.
In addition, select NFL players—including Fred Warner (San Francisco 49ers), Drake Maye (New England Patriots), Cooper DeJean (Philadelphia Eagles), and Jake Ferguson (Dallas Cowboys)—will receive exclusive access to the Abercrombie Style Concierge service.
„Performance begins with confidence—and for me, that means feeling good in what I wear,“ said McCaffrey. „Abercrombie understands that style and comfort go hand in hand. This partnership allows us to offer fans fashion that combines both—so they can represent their team with the same confidence I have on the court.“
