The NFL has entered a multiyear partnership with Abercrombie & Fitch as its first official fashion partner, granting the brand rights to feature NFL branding and operate pop-up shops at games. The deal creates a player Style Concierge service offering in-house Abercrombie stylists who will curate looks from the brand’s newest collection, emphasizing denim and fitted bomber jackets. Players featured in the campaign include Fred Warner, Drake Maye, and Jake Ferguson. The partnership aims to integrate football into broader fashion culture, broaden Abercrombie’s appeal to male consumers, and position the NFL alongside leagues already leveraging player style.
Football players are soon going to get on-demand help in their pregame wardrobes. Today, the NFL announces that it is bringing Abercrombie & Fitch on as its first-ever official fashion partner. It's a multiyear deal that allows the label to feature the NFL in its branding and open pop-up shops at NFL games. The initiative is bigger than just stores, though.
Starting this season, players will also have access to a Style Concierge, in which in-house stylists from Abercrombie & Fitch will curate looks pulled from the brand's latest collection, with a focus on denim and fitted bomber jackets. In a new campaign, players we'll see styled by Abercrombie include Fred Warner of the San Francisco 49ers, Drake Maye of the New England Patriots, and Jake Ferguson of the Dallas Cowboys.
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