The brand’s latest campaign spotlights athletes, creators, and entrepreneurs shaping the culture of football
Abercrombie & Fitch spotlights the women shaping culture on and off the field with “In Her Own League,” its latest campaign as the Official Fashion Partner of the National Football League.
Launching Thursday, the initiative celebrates a new wave of fashion in football, highlighting women connected to the sport not only through their relationships but through their own accomplishments across athletics, entrepreneurship, and media.
“These women are much more than an acronym — they are shaping culture both on and off the field,” said Carey Collins Krug, Chief Marketing Officer of Abercrombie & Fitch Co. “Our campaign is about celebrating the influence they have in shaping conversations at the intersection of fashion, sport, and culture — and outfitting them for every part of that journey.”
The campaign features Olivia Culpo, model, entrepreneur, and wife of Christian McCaffrey; Chloe Kim, two-time Olympic gold medalist and cofounder of Togethxr; Brooklyn Adams, registered nurse and lifestyle creator; Haley Cavinder, former collegiate basketball player and businesswoman; Ronika Stone Love, professional volleyball player and commentator; and Allison Kucharczyk, digital creator and podcast host.
Styled in Abercrombie’s fall collection, the women’s looks reflect their individual aesthetics and will appear throughout the NFL season across game days, social activations, and special events. Additional participants, including soccer player and designer Sophia Smith-Wilson and ESPN creator Katie Feeney, will be introduced later in the season.
With “In Her Own League,” Abercrombie continues its repositioning as a modern lifestyle brand — one that connects sport, style, and identity through authentic storytelling.
