NFL and Abercrombie & Fitch Team Up to Blend Game Day and Everyday Style

US-based retailer Abercrombie & Fitch has been announced as the National Football League’s (NFL) official fashion partner under a new multi-year agreement. The partnership is set to transform the way fans and players experience NFL fashion, focusing on athlete-led campaigns and player-designed apparel collections that expand the brand’s lifestyle offerings.

Abercrombie & Fitch’s approach is to “blur the line” between the outfits worn by players during game day arrivals and stylish, everyday wear designed for both male and female fans. The collaboration will feature a broad range of apparel, including hoodies, sweatshirts, and t-shirts representing all 32 NFL teams. These collections are already available at select Abercrombie stores and online, aiming to offer fans fashion-forward options that celebrate NFL fandom on and off the field.

Tracie Rodburg, the NFL’s Senior Vice President of Global Partnerships, highlighted the significance of the collaboration by noting that the NFL is continuing to reinforce its “position as a growing leader in the fashion community.” She emphasized that the partnership aims to deepen the connection between the league and its diverse fan base, especially as female fans now represent nearly half of the NFL’s audience.

For Abercrombie & Fitch, this partnership goes well beyond traditional licensing. CEO Fran Horowitz described the collaboration as “about meeting the needs of an expanding audience” and stated that together with the NFL, the brand is “helping to build fandom through fashion.” This effort includes leading NFL tentpole events, including select international games and global retail experiences, broadening the league’s reach worldwide.

In addition to fan-focused initiatives, Abercrombie & Fitch will offer a “style concierge” service exclusively for select NFL athletes. This program provides personalized outfitting from in-house stylists tailored to the unique style preferences of players known for their sartorial influence. The service ties into Abercrombie’s national seasonal campaign aptly named “Style Concierge,” which showcases players who embody the fusion of sports and fashion.

This partnership marks a significant step as the NFL continues to grow its influence not only as a sports league but also as a cultural and fashion icon. By collaborating with Abercrombie & Fitch, the NFL aims to engage fans through style while supporting athletes’ individual fashion journeys.