By Tiffany Williams –
The National Football League and Abercrombie & Fitch announced Monday a multi-year partnership naming Abercrombie & Fitch as an Official NFL Fashion Partner, marking the first time the league has named a sponsor in the fashion category.
Building on its success since launching licensed NFL products in 2022, Abercrombie aims to redefine fan style through a fashion-first approach in collaboration with the NFL. The partnership will feature athlete-led campaigns, player-designed apparel, and a lifestyle-focused assortment meant to blur the line between game day arrivals and everyday wear. The brand will also activate across key NFL events, including international games, and expand offerings in retail locations worldwide.
“As the NFL continues to evolve, we are partnering with brands that share our strategic vision,” said Tracie Rodburg, senior vice president of global partnerships at the NFL. “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.”
The deal highlights the league’s efforts to grow its fan base, particularly among women, who now make up nearly half of the NFL’s audience. Abercrombie & Fitch Co. CEO Fran Horowitz said the collaboration represents more than licensing and is aimed at connecting with fans in new ways.
“We’re uniquely positioned for this moment where sports, fashion and culture are converging like never before,” Horowitz said. “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.”
A key element of the partnership is the launch of the Abercrombie Style Concierge, a new service offering curated outfitting for select NFL athletes. The program connects players with Abercrombie’s in-house styling experts to tailor looks to their individual preferences and schedules.
To celebrate the partnership, Abercrombie debuted a national campaign titled “Style Concierge,” featuring players recognized for their off-field fashion sense, including Christian McCaffrey of the San Francisco 49ers, Amon-Ra St. Brown of the Detroit Lions, CeeDee Lamb of the Dallas Cowboys and Tee Higgins of the Cincinnati Bengals. The campaign marks Abercrombie’s largest advertising investment in sports and will run nationally across television, streaming, social platforms, and NFL-owned channels. Each player will also release limited-edition apparel co-designed with Abercrombie this 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.”
Players including Fred Warner, Drake Maye, Cooper DeJean and Jake Ferguson will receive early access to the Abercrombie Style Concierge service, alongside those featured in the national campaign.
“Performance starts with confidence, and for me, that means feeling good in what I wear,” McCaffrey said. “Abercrombie understands that style and comfort go hand in hand. This partnership lets us bring fans apparel that delivers on both fronts, so they can represent their team with the same confidence I feel when I suit up.”
Abercrombie’s new men’s and women’s apparel collection, featuring hoodies, t-shirts, sweatshirts, outerwear and accessories for all 32 NFL teams, is now available in select stores and online at Abercrombie.com.