Abercrombie & Fitch Partners with the NFL
A fashion and a football first …
Source: Abercrombie & Fitch
I’m not sure I saw this coming, and in fact it’s the first of its kind.
The NFL just recently announced Abercombie & Fitch as its Official Fashion Partner. While we have certainly seen brands sponsor apparel before (including these two brands), we’ve never seen a full-on fashion partnership at this level with a sports league.
Quite the turnaround for Abercrombie & Fitch when you think about that Brand’s journey of late, and quite the fashion statement for the NFL as well.
The partnership does include Team apparel available for sale, but of course. Loads of it, by team, all 32 teams to be exact! Full on! Nothing new, per se, except that it’s quite cool I have to say.
Source: Abercrombie & Fitch
But there’s something else quite innovative and fresh with this partnership … a “Style Concierge” service where players can access curated outfits and fashion advice for how to look their parts.
Or how to “walk the tunnel,” as they say.
Now that’s cool. Didn’t see that one coming. Players get style tips and curated merchandise!?! Can you imagine the looks before and after each game! Football + Fashion!
Plus … there’s more … a few NFL players known for their own style have designed a custom line available for sale as part of the campaign: Christian McCaffrey, Amon-Ra St. Brown, CeeDee Lamb, and Tee Higgins have stepped up as clothing designers for Abercrombie & Fitch x NFL.
This partnership has everything! Spectators can now also strut their stuff at the games!
Source: Abercrombie & Fitch
Football + Fashion + Abercrombie & Fitch! I mean if you are going to form a partnership go big. Go big or go home!
And with the season just starting, it’ll be fun to see how this plays out during the games, at events, etc. There’s a lot to work with here, so I’m hoping the two Brands work it all season long with the players and the Teams and the fans.
It’ll be one to watch, quite literally.
What’s your experience? JIM