Abercrombie & Fitch is expanding its partnership with the Dallas Cowboys for a second year, bringing the retailer further into the team’s off-field style through player arrivals, the Dallas Cowboys Cheerleaders and an expanded licensed collection.
This season, Abercrombie will style CeeDee Lamb, Caleb Downs and Malachi Lawrence through its Style Concierge service, extending the partnership into the player tunnel at AT&T Stadium. Abercrombie branding will also appear in the tunnel, connecting the retailer with the pregame arrival looks that have become an increasingly visible part of athlete style.
The partnership also extends to the Dallas Cowboys Cheerleaders, who will have a dedicated Abercrombie closet in their locker room at The Star in Frisco, Texas. Updated monthly with pieces selected for off-field wear, the wardrobe gives Abercrombie an ongoing presence beyond game days.
Alongside the styling program, Abercrombie is continuing to build its licensed Cowboys assortment across men’s, women’s and kids categories, with additional options for toddlers and babies. The collection is available through Abercrombie, NFLShop.com and AT&T Stadium, bringing the partnership directly to fans both online and on game day.
The expanded relationship reflects how Abercrombie is approaching sports beyond traditional licensed merchandise. By combining team apparel with player and cheerleader styling, the retailer can show its clothing within the broader culture surrounding the Cowboys, from the tunnel to off-field appearances.
For Abercrombie, that creates a more visible connection between its fashion business and its growing presence in sports. Rather than keeping the Cowboys partnership centered on logo merchandise, the retailer is placing its broader assortment on the people associated with the team while giving fans a corresponding collection to shop.
