Abercrombie Fitch Inks Multi-Year NFL Fashion Partnership

Abercrombie & Fitch (ANF) has entered a multi-year partnership with the National Football League, becoming the NFL's first Official Fashion Partner. This collaboration includes the launch of a lifestyle assortment of player-designed apparel and athlete-led campaigns aimed at redefining fan style by blending sports, fashion, and culture. The partnership also involves on-site event activations at NFL tentpole events, including international games and retail locations worldwide, with a focus on engaging both male and female fans, particularly appealing to the nearly half of NFL fans who are women. ANF's CEO Fran Horowitz emphasized the natural progression of this relationship, highlighting the convergence of fandom and fashion to offer stylish, game-day-appropriate apparel. The NFL's senior vice president of global partnerships, Tracie Rodburg, noted that this partnership supports the league's strategic vision to grow its fan base and deepen connections with fans through fashion. This collaboration has helped increase ANF's brand visibility and contributed to a recent 28% rise in its stock price, reflecting strengthened shareholder confidence and potential near-term earnings improvements.