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NFL Scores Abercrombie & Fitch as Official Fashion Partner

Last week, Dallas Cowboys wide receiver CeeDee Lamb joined a national NFL campaign with Abercrombie & Fitch, named the league's first Official NFL Fashion Partner under a multiyear deal.
The NFL aims to broaden its reach by targeting female fans, who comprise more than 47% of its audience, through team gear with a stronger fashion emphasis.
The campaign's product lineup includes men's and women's hoodies, sweatshirts, T-shirts, outerwear and accessories available online and at select Abercrombie stores, featuring players including Christian McCaffrey, San Francisco 49ers.
The marketing push will run nationally across linear, CTV, HBO Max, Meta, TikTok, and NFL-owned channels, while Abercrombie & Fitch Co. maintains a visible presence at marquee NFL events and retail stores worldwide.
The partnership positions the NFL toward lifestyle-focused branding by blurring game-day and everyday wear through athlete-led campaigns, while Abercrombie & Fitch Co. chief executive officer Fran Horowitz aims to redefine its brand identity via athlete collaborations.

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Dallas News

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RollingStone

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