Abercrombie & Fitch named NFL’s first official fashion partner

Abercrombie & Fitch has secured a multi-year partnership with the National Football League, becoming the league’s first-ever official fashion partner. 

Expanding on the brand’s licensed NFL apparel business launched in 2022, the collaboration will bring a fashion-first approach to fan apparel, pairing athlete-led campaigns and player-designed collections with lifestyle assortments intended for both game day and everyday wear. Abercrombie will also activate at NFL tentpole events, including international games, while leveraging its global retail network.

“We’re uniquely positioned for this moment where sports, fashion and culture are converging like never before,” said Abercrombie & Fitch Co. chief executive officer Fran Horowitz. 

“We’ve been working with the NFL and premier NFL athletes for several years, so officially becoming a league sponsor is a natural progression. As a style authority, we’re creating products that let fans represent their team while expressing their personal style. This NFL partnership goes beyond licensing. It is about meeting the needs of an expanding audience. Together, the NFL and Abercrombie are helping to build fandom through fashion.”

As part of the partnership, Abercrombie will launch the Abercrombie Style Concierge, a first-of-its-kind service providing curated outfitting for select NFL athletes. 

The initiative debuted with the brand’s new national campaign, also titled Style Concierge, which represents Abercrombie’s largest advertising investment in sports to date. The campaign features Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys), and Tee Higgins (Cincinnati Bengals), all of whom also co-designed limited-edition apparel available this season.    

The NFL sees the deal as a strategic move to broaden its appeal through fashion, particularly among female fans, who now represent nearly half of the league’s audience.

“Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the fashion community, creating deeper connections with our fans at the convergence of fandom and fashion and celebrating our players’ dynamic style,” said Tracie Rodburg, senior vice president of global partnerships at the NFL.