“Style has always been a part of the NFL’s DNA, from the history of the game to players’ gameday outfits,” the NFL’s Smith said. “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.”
Abercrombie claims its NFL campaign is its largest sports marketing investment ever. It will run throughout the United States on linear, CTV, HBO Max, Meta, TikTok, and NFL-owned media. Additionally, each style-concierge player has partnered with Abercrombie on limited-edition co-designed apparel that will be available this NFL season.
Abercrombie will also feature at NFL tentpole events, including some NFL international matchups, with new NFL items available at its more than 200 retail locations worldwide.
“As the NFL continues to evolve, we look to partner with brands that share our strategic vision,” said Tracie Rodburg, NFL svp of global partnerships. “Naming Abercrombie & Fitch as an official sponsor, we can reinforce our position as a growing leader in the fashion community, create deeper connections with our fans at the convergence of fandom and fashion, and celebrate our players’ dynamic style.”
