NFL Meets Fashion: Abercrombie & Fitch Becomes Official Partner

The NFL isn’t just about touchdowns anymore — it’s about tailoring, too. The league announced a new multi-year partnership making Abercrombie & Fitch the Official NFL Fashion Partner.

The move marks the first time the NFL has had a dedicated fashion sponsor. Abercrombie plans to bring a “fashion-first lens” to fan gear, blending lifestyle apparel with team pride. The partnership will also include player-designed apparel lines, on-site activations at NFL events, and even a new Abercrombie Style Concierge service to outfit NFL athletes directly.

To launch the partnership, Abercrombie rolled out a national campaign featuring stars like Christian McCaffrey, Amon-Ra St. Brown, CeeDee Lamb, and Tee Higgins, showing off co-designed apparel collections. Fans can already shop new NFL-inspired lines in stores and online, including hoodies, tees, and outerwear for all 32 teams.

The NFL hopes the deal helps it expand further with women and younger fans, while Abercrombie sees the move as a way to solidify itself at the intersection of fashion, culture, and sport.