The NFL and Abercrombie & Fitch Ink Official Fashion Partnership
The National Football League (NFL) and Abercrombie & Fitch (ANF) have inked a multi-year partnership, naming Abercrombie & Fitch as an official NFL fashion partner, reportedly the first for a league sponsor.
ANF said it is building on the success of launching licensed NFL products in 2022, aimed at “redefining fan style through a fashion-first lens,” by entering the new deal.
“By pairing athlete-led campaigns and player-designed apparel with a lifestyle assortment, Abercrombie will help blur the line between outfits worn during game day arrivals and everyday wear for both female and male fans as well as for players,” the company said in a media release. “In addition, Abercrombie will activate across NFL tentpole events, including select NFL international games and within its retail locations worldwide.”
The NFL said it continues to evolve and partner with brands that share its strategic vision.
“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,” offered Tracie Rodburg, SVP of global partnerships for the NFL.
The NFL stated that the “partnership demonstrates the league’s ongoing efforts to expand its fan base, particularly among female fans”.
“With women making up to close to half of the league’s fans, fashion and sports are intersecting in new ways to provide them with options to showcase their fandom authentically on game day,” the league noted.
“We’re uniquely positioned for this moment where sports, fashion and culture are converging like never before,” said Abercrombie & Fitch Co. CEO 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 has launched “Style Concierge,” which provides select NFL athletes direct access to the brand’s in-house stylists. These stylists will tailor their services to each athlete’s personal style and schedule.
To launch the partnership, Abercrombie debuted a national seasonal campaign, “Style Concierge,” which includes players known for their “personal style off the field,” including Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys), and Tee Higgins (Cincinnati Bengals). The marketing campaign represents the largest ad investment Abercrombie & Fitch has made in the sports space and will run nationally across linear, CTV and HBO Max as well as Meta, TikTok and NFL-owned channels.
In addition to the campaign, each of the NFL players has partnered with Abercrombie to co-design limited-edition apparel, which will be available to consumers for the upcoming NFL season.
Style has always been a part of the NFL’s DNA, from the history of the game to players’ gameday outfits,” said Kyle Smith, fashion editor at the NFL. “Partnering with Abercrombie & Fitch lets us honor that legacy while introducing a new generation of fans to looks that are timely, versatile and connected to the culture of NFL football.”
Abercrombie & Fitch is offering several NFL players early access to the Abercrombie Style Concierge service, including Fred Warner (San Francisco 49ers), Drake Maye (New England Patriots), Cooper DeJean (Philadelphia Eagles), and Jake Ferguson (Dallas Cowboys). Each play will be featured in the brand’s Style Concierge campaign.
Currently, the collection is available exclusively at Abercrombie & Fitch stores and through their official online store.
Images courtesy Abercrombie & Fitch
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