Overview

• The agreement makes Abercrombie & Fitch the NFL’s first Official Fashion Partner, granting branding rights and access to pop-up retail at games.
• A new Abercrombie Style Concierge will outfit select athletes with in-house stylists, debuting with Christian McCaffrey, Amon-Ra St. Brown, CeeDee Lamb, and Tee Higgins, plus Fred Warner, Drake Maye, Cooper DeJean, and Jake Ferguson.
• Each Style Concierge player has co-designed limited-edition apparel that will be sold during the upcoming NFL season.
• Abercrombie calls the campaign its largest sports marketing investment, running across linear and CTV, HBO Max, Meta, TikTok, and NFL-owned media, with products rolling out in 200-plus stores and at NFL tentpole and international events.
• The NFL positions fashion as a growth lever to reach new fans, including women who comprise about 47% of its audience, while early analysis questions whether the campaign’s male-coded aesthetic fits Abercrombie’s female-skewing customer base.