Abercrombie & Fitch continues to deepen its relationship with the Nationwide Soccer League.
The league has signed a multiyear deal that makes the attire retailer its Official NFL Style Accomplice, a primary for an NFL sponsor.
A&F first started working with the NFL in 2022, a deal that started off small, with a concentrate on fleece and T-shirts and has since expanded to incorporate sweaters, outerwear and hats for all 32 groups. Final week the corporate tapped Pittsburgh Steelers linebacker TJ Watt and his spouse, former skilled soccer participant Dani Watt, to be the face of its Your Private Finest (YPB) model.
Beneath the phrases of this new deal, A&F will work with NFL gamers to design a way of life assortment of attire for followers and also will function the athletes in campaigns for the road. The retailer could have a visual presence at NFL’s prime occasions within the U.S. and abroad in addition to inside its retail shops worldwide.
“Because the NFL continues to evolve, we’re partnering with manufacturers that share our strategic imaginative and prescient,” stated Tracie Rodburg, senior vice chairman of world partnerships on the NFL. “Naming Abercrombie & Fitch as an official sponsor reinforces our place as a rising chief within the style neighborhood, creating deeper connections with our followers on the convergence of fandom and style and celebrating our gamers’ dynamic model.”
Christian McCaffrey of the 49ers within the A&F marketing campaign.
Courtesy of A&F
The partnership demonstrates the league’s ongoing efforts to develop its fan base, particularly amongst females — who make up practically half of all NFL followers — by offering trendy choices for them to put on to assist their favourite groups.
“We’re uniquely positioned for this second the place sports activities, style and tradition are converging like by no means earlier than,” stated Abercrombie & Fitch Co. chief govt officer Fran Horowitz. “We’ve been working with the NFL and premier NFL athletes for a number of years, so formally changing into a league sponsor is a pure development. As a method authority, we’re creating merchandise that permit followers signify their workforce whereas expressing their private model. This NFL partnership goes past licensing — it’s about assembly the wants of an increasing viewers. Collectively, the NFL and Abercrombie are serving to to construct fandom by means of style.”
One other element of the partnership options the launch of the Abercrombie Fashion Concierge the place choose NFL athletes will work with Abercrombie’s in-house stylists to be outfitted in the perfect appears to be like for his or her model and schedule.
CeeDee Lamb of the Dallas Cowboys.
Courtesy of A&F
To advertise the partnership, A&F debuted a nationwide marketing campaign for fall titled “Fashion Concierge” that includes gamers recognized for his or her model off the sphere. These embrace McCaffrey together with Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys) and Tee Higgins (Cincinnati Bengals). Every of the gamers has labored with A&F to codesign limited-edition attire that will likely be accessible on the market throughout the upcoming NFL season.
The advertising and marketing marketing campaign represents the biggest promoting funding A&F has made within the sports activities house and can run nationally on conventional and cable tv in addition to Meta, TikTok and NFL-owned channels.
“Fashion has all the time been part of the NFL’s DNA, from the historical past of the sport to gamers’ gameday outfits,” stated Kyle Smith, style editor for the NFL. “Partnering with Abercrombie & Fitch lets us honor that legacy whereas introducing a brand new era of followers to appears to be like which might be well timed, versatile and related to the tradition of NFL soccer.”
Amon-Ra St. Brown of the Detroit Lions.
courtesy of A&F
“Efficiency begins with confidence, and for me, meaning feeling good in what I put on,” stated McCaffrey. “Abercrombie understands that model and luxury go hand in hand. This partnership lets us carry followers attire that delivers on each fronts, to allow them to signify their workforce with the identical confidence I really feel once I go well with up.”
The newest assortment of males’s and girls’s attire consists of hoodies, sweatshirts, T-shirts, outerwear, and equipment for all NFL groups and is accessible at choose Abercrombie shops and on-line.