Abercrombie & Fitch Becomes Official Fashion Partner of the NFL

## Abercrombie & Fitch Partners with the NFL

Abercrombie & Fitch has officially announced its collaboration with the National Football League (NFL) as the designated fashion partner. This multi-year deal will feature athlete-led campaigns and a line of player-designed clothing, further enriching the brand’s lifestyle collection.

### Bridging Game Day and Everyday Style

The goal of this partnership is to “blur the line between outfits worn during game day arrivals and everyday wear for both female and male fans, as well as players,” as stated by Abercrombie. The brand will take a prominent role in NFL events, both domestically and internationally, enhancing its presence in global retail.

### Expanding the Fan Base

This initiative is part of the NFL’s strategy to enhance its appeal, especially toward female fans, who now represent nearly half of its audience. As a result, Abercrombie will offer both men’s and women’s apparel, including hoodies, sweatshirts, and t-shirts that showcase all 32 NFL teams. These products will be available in some Abercrombie stores and online.

### Strengthening Fashion Connections

Tracie Rodburg, the NFL’s SVP of global partnerships, emphasized that this collaboration positions the league as a growing influencer in the fashion world. The aim is to forge deeper connections with fans at the intersection of sports and style.

### A Longstanding Relationship

For Abercrombie, this partnership signifies more than just a licensing agreement. Fran Horowitz, the brand’s CEO, highlighted that it addresses the needs of a rapidly growing audience. Together, Abercrombie and the NFL aspire to enhance fandom through fashionable offerings.

### Introducing a Style Concierge

In addition to catering to fans, Abercrombie plans to introduce a style concierge for selected NFL athletes. This service will offer specially curated outfits created by in-house stylists. Interestingly, ‘Style Concierge’ is also the name of Abercrombie’s seasonal campaign, highlighting players known for their unique fashion sense and reinforcing the brand’s commitment to the sports industry.