The National Football League (NFL) and Abercrombie & Fitch (A&F) announced today a multi-year partnership naming Abercrombie & Fitch as an Official NFL Fashion Partner, a first for a league sponsor.
Building on the success since launching licensed NFL products in 2022, Abercrombie’s aim is to redefine fan style through a fashion-first lens in partnership with the NFL. 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. In addition, Abercrombie will activate across NFL tentpole events, including select NFL international games and within its retail locations worldwide.
To celebrate the partnership, Abercrombie debuted a national seasonal campaign “Style Concierge” featuring 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 campaign represents the largest advertising investment the brand 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 player has partnered with Abercrombie to design a limited-edition co-designed apparel, available for purchase this upcoming NFL season.
Men’s and women’s apparel, including hoodies, sweatshirts, t-shirts, outerwear, and accessories representing all 32 NFL teams, is now available in select Abercrombie stores and at Abercrombie.com.
