Retailer Expands Apparel Range, Launches “Style Concierge” Campaign Featuring Top Athletes
Abercrombie & Fitch has been named the official fashion partner of the National Football League, marking the first time the league has designated an official sponsor for fashion apparel. The multiyear agreement signals a deeper alignment between fashion and sports, aiming to connect fans with teams in more style-forward ways.
The relationship between the two began in 2022 with a modest collection of fleece and T-shirts. Since then, the collaboration has expanded to include sweaters, outerwear, and hats for all 32 NFL teams. With this new agreement, Abercrombie will develop lifestyle collections with current NFL players and feature them in upcoming campaigns. The brand will also activate across major NFL events in the U.S. and internationally, along with key touchpoints in Abercrombie’s global retail footprint.
“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 league’s expanding female fanbase—now nearly half of its total audience—is a key driver behind the partnership’s fashion-forward approach, with new merchandise intended to balance team loyalty with personal style.
“We’re uniquely positioned for this moment where sports, fashion and culture are converging like never before,” said Fran Horowitz, CEO of Abercrombie & Fitch Co. “We’ve been working with the NFL and premier NFL athletes for several years, so officially becoming a league sponsor is a natural progression. 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.”
As part of the launch, Abercrombie is introducing its new “Style Concierge” service. The program pairs NFL players with Abercrombie stylists to curate personalized wardrobes for the season ahead. The fall campaign under the same name stars Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys), and Tee Higgins (Cincinnati Bengals), each of whom has co-designed limited-edition styles with the brand.
The “Style Concierge” campaign marks Abercrombie’s largest advertising push to date in the sports space, with placements scheduled across national television, Meta, TikTok, and NFL-owned channels.
“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 for 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.”
Christian McCaffrey added, “Performance starts with confidence, and for me, that means feeling good in what I wear. 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.”
The expanded NFL x Abercrombie collection includes hoodies, sweatshirts, T-shirts, outerwear, and accessories for all teams, available online and at select Abercrombie stores.