Touchdown Moment: Abercrombie Enters Football Arena

Abercrombie&Fitch enters the playing field in the United States. The U.S. company has announced a partnership with the National Football League (NFL), marking the first time the league has entered into a sponsorship agreement.

The group has been named the Official Fashion Partner of the NFL and brings in its first collection of player-designed apparel with a selection of lifestyle and athlete-led campaigns in a line of apparel for both fans and players, which they can wear to watch the game or for everyday wear.

The men’s and women’s apparel includes sweatshirts, t-shirts, outerwear and accessories and represents all 32 NFL teams, which have already been reflected in the Style Concierge campaign, launched by the brand to celebrate the collaboration and where players from the league participated in what has been the brand’s largest advertising investment in sports.

Abercrombie&Fitch closed the 2024 fiscal year with 16.4% growth over the previous year

Abercrombie has announced, as part of the partnership, a customized apparel service for select NFL athletes, under the name Abercrombie Style Concierge, tailored to each athlete’s style and schedule.

Tracie Rodburg, NFL senior vice president of global alliances, said, “Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the NFL community.We are proud to be a growing leader in the fashion community, creating deeper ties with our fans at the convergence of fans and fashion, and celebrating the dynamic style of our players.

The company closed fiscal 2024 (ended February 1st) with revenue of $4.984 billion, up 16.4% from the previous year. Operating income, meanwhile, rose 52.9% in the last fiscal year to $740 million, while net income reached $566 million, after a 72.6% increase over the previous year.