The NFL and Abercrombie & Fitch are formalizing a multiyear partnership that names the heritage retailer the league’s official fashion partner. This is the first time the NFL has created this category for a sponsor.
Their collaboration began quietly in 2022 with fleece and T-shirts. The range has expanded to include sweaters, outerwear, hats, and team pieces for all 32 franchises. As fans requested more polished options, the assortment continued to grow.
Tracie Rodburg, the NFL’s senior vice president of global partnerships, framed the move strategically. “As the NFL continues to evolve, we are partnering with brands that share our strategic vision. Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the fashion community. It creates deeper connections with our fans at the intersection of fandom and fashion, and celebrates our players’ dynamic style.”
The emphasis on style is intentional. The league has been clear about expanding its reach among women, who already make up nearly half of NFL fandom. Well-cut hoodies, tailored outerwear, and versatile caps allow fans to support their teams without dressing like they are headed to a tailgate.
Abercrombie & Fitch sees the same opportunity. Fran Horowitz, the company’s chief executive officer, framed it as the next step after years of working with players and the league. “We’re uniquely positioned for this moment where sports, fashion, and culture are converging like never before,” Horowitz said. “We’ve been working with the NFL and premier NFL athletes for several years, so officially becoming a league sponsor is a natural progression. As a style authority, we’re creating products that let fans represent their team while expressing their personal style. This NFL partnership goes beyond licensing — it is about meeting the needs of an expanding audience. Together, the NFL and Abercrombie are helping to build fandom through fashion.”
A marquee element sits at the heart of the plan: The Abercrombie Style Concierge. Select athletes will collaborate with in-house stylists to create looks that fit their personal tastes and busy schedules. The service will be available for campaigns and high-visibility moments and will then offer those choices to shoppers.
The fall push began with a national campaign called “Style Concierge” featuring athletes known for their stylish tunnel entrances. Christian McCaffrey appears alongside Amon-Ra St. Brown, CeeDee Lamb, and Tee Higgins. According to Abercrombie & Fitch, this is their largest advertising investment tied to sports. The campaign will run across television, Meta, TikTok, and NFL-owned channels.
The athletes are more than just faces. Each player designed limited-edition apparel that will be released during the NFL season. This format provides fans with modern fits and trims and gives the brand a consistent schedule of releases tied to game weeks.
Products will be available in select Abercrombie stores and on the brand’s website. The men’s and women’s collection includes hoodies, sweatshirts, tees, lightweight and insulated outerwear, and accessories for all NFL teams. The message is clear: first, versatile clothes; then, team pride.
T.J. Watt and his wife, former professional soccer player Dani Watt, will be the faces of Abercrombie’s activewear line, YPB (Your Personal Best). This move connects training wear with team gear, keeping one of the NFL’s headline names in the spotlight for off-field style.
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The visibility extends to major league moments. Expect to see Abercrombie & Fitch at major NFL events in the United States and overseas. There will be dedicated touchpoints for fans and retail setups that mirror the brand’s store experience. The company will also extend the partnership to its global locations.
For a league that transforms the stadium tunnel into a street-style runway, this makes sense. Fans want to wear the same clothes that players wear when they arrive at the stadium and on flights. A retailer with expertise in fit and an updated silhouette bank can translate those cues for daily life.
Kyle Smith, the NFL’s fashion editor, linked the partnership to the evolution of player style. “Style has always been part of the NFL’s DNA, from the history of the game to players’ game-day outfits,” Smith told WWD. “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.”
The players see it through the lens of confidence. “Performance starts with confidence, and for me, that means feeling good in what I wear,” said McCaffrey. “Abercrombie understands that style and comfort go hand in hand. This partnership lets us bring fans apparel that delivers on both fronts, so they can represent their team with the same confidence I feel when I suit up.”
Retailers have chased that sweet spot for seasons. Team-branded merchandise often leans toward loud or casual styles. Abercrombie & Fitch aims to deliver cleaner lines, a softer hand feel, and a color palette suitable for workdays and weekends.
Fans will also notice a campaign voice that sounds more editorial than promotional. The images focus on the garments as wardrobe staples first. Logos are where you’d expect them to be, but the fit and fabric take center stage.
The stakes are high for both sides. The NFL gains a fashion-forward partner that can ship worldwide and present a consistent retail story. Abercrombie & Fitch gains access to a calendar that peaks from September through February and again at the draft.
Categories to watch next season include women’s outerwear that is refined yet warm, tailored track pants that sit perfectly over sneakers, and improved-shape caps. Limited runs tied to rivalry weeks could test demand and ensure tight sell-through.
Although price points remain under wraps, the format suggests premium basics with attention to detail that are still attainable. Think heavy-gauge fleece, brushed knits, and lightweight shells that can be worn under a coat. The aim is to look put-together, not costume-like.