by Abercrombie & Fitch continues to deepen his relationship with the National Football League.
The league has signed a multi -year deal that makes the clothing dealer his official NFL fashion partner for an NFL sponsor.
Advertising
More from WWD
A&F started working with the NFL in 2022, a deal that started Klein, with the focus on fleece and T-shirts and has since expanded with sweaters, outer clothing and hats for all 32 teams. Last week the company Pittsburgh Steelers Linebacker TJ Watt and his wife, the former professional football player Dani Watt, taped the face of her personal best (YPB) brand (YPB).
According to the conditions of this New Deal, A&F will work with NFL players to design a lifestyle range of clothing for fans and also see the athletes in campaigns for the line. The retailer will have a visible presence at NFLS top events in the USA and overseas as well as in its retail stores.
“While the NFL is developing, we work with brands that share our strategic vision,” said Tracie Rodburg, Senior Vice President Global Partnerships at NFL. “The naming of Abercrombie & Fitch as an official sponsor strengthens our position as a growing executive in the fashion community, forms deeper connections to our fans in convergence from Fandom and fashion and celebrates the dynamic style of our players.”
Advertising
The partnership shows the ongoing efforts of the league to expand their fan base, especially for women -almost half of all NFL fans -by offering them stylish options that they can wear to support their favorite teams.
“We are uniquely positioned for this moment in which sport, fashion and culture come together like never before,” said Fran Horowitz, Managing Director of Abercrombie & Fitch Co .. “We have been working with the NFL and Premier -NFL athletes for several years. Therefore, we officially create a league sponsor. As styles, we create products that represent the fans and at the same time express their personal style. -Angerschaft goes beyond the licensing -it is about fulfilling the needs of an expanding audience.
Another component of the partnership shows the start of the Abercrombie Concierge, in which selected NFL athletes work with the internal stylists from Abercrombie to be equipped in the best looks for their style and schedule.
In order to promote the partnership, A&F made a national campaign for autumn entitled “Style Concierge” with players who are known for their style outside the field. These include McCaffrey together with Amon-Ra St. Brown (Detroit Lions), Ceedee Lamb (Dallas Cowboys) and tea Higgins (Cincinnati Bengals). Each of the players has worked with A&F to offer clothing in a limited edition of Codessign, which will be offered for sale during the upcoming NFL season.
Advertising
The marketing campaign represents the largest advertising system that A&F has made in the sports area and is operated nationally in traditional and cable television as well as in meta, tictok and NFL channels.
“Style has always been part of the DNA of the NFL, from the history of the game to the players of the players,” said Kyle Smith, a fashion editor of the NFL. “If we work with Abercrombie & Fitch, we can honor this legacy and at the same time introduce a new generation of fans into the appearance that is associated promptly, versatile and with the culture of the NFL football.”
“Performance begins with confidence, and for me it means to feel in what I’m wearing,” said McCaffrey. “Abercrombie understands that style and comfort go hand in hand. With this partnership we can bring fan clothing that delivers on both fronts so that you can represent your team with the same trust that I feel when I adapt.”
The latest collection of men’s and women’s clothing includes hoodies, sweatshirts, T-shirts, outer clothing and accessories for all NFL teams and is available in selected Abercrombie stores and online.
Advertising
Best of WWD
Register for the WWD newsletter. For the latest news, follow us on Facebook, Twitter and Instagram.
