In the week leading up to the Super Bowl, we created a series of experiences and events designed to bring fans and athletes together. As an Official Fashion Partner of the NFL, we also showed up in signature A&F style with a fashion presentation featuring some of the league’s biggest players, alongside wives and girlfriends who have built careers of their own beyond football, plus a broader mix of fashion-forward creators and influencers.
At our Abercrombie store experience within the NFL Shop, fans could shop a range of game-day looks, including Super Bowl-branded hoodies, tees, and jackets in sizes for kids through adults. We also gifted players and coaches participating in the Pro Bowl Games with custom bomber jackets designed to celebrate excellence.
The fashion presentation took place at NFL Culture Club at The Pearl, a multi-level industrial event venue in San Francisco’s Dogpatch neighborhood. The interactive, experiential event highlighted our storied connection to the sporting and our 134-year-old history. Models, including CeeDee Lamb, Olivia Culpo and Christian McCaffrey, were styled in a mix of vintage Abercrombie as well as our current Spring collection.
In a recent press release, Carey Collins Krug, chief marketing officer at Abercrombie & Fitch Co. said, “Abercrombie is bringing fashion into the center of the biggest moment in sports and culture, through a series of style-forward moments designed to celebrate our incredible partnership with the NFL.” She continued, “the intersection of fashion and fandom is natural for our customer, and this activation reflects how those worlds come together.”
