Abercrombie & Fitch Co. has secured a landmark partnership with the National Football League, becoming the league’s first “Official Fashion Partner” for Super Bowl LX. The deal launches a dedicated Super Bowl collection and a branded store experience at the NFL Shop in San Francisco’s Moscone Center, where fans can shop the collection from February 3 through February 7 and view a limited‑time online offering.
The activation will feature a range of apparel—including hoodies, tees, jackets, and children’s items—priced between $45 and $150. In addition, Abercrombie will hand out custom bomber jackets to Pro Bowl participants on February 3, and an invite‑only fashion presentation will showcase NFL stars, influencers, and celebrities on February 7. The Super Bowl itself will take place on February 8 at Levi’s Stadium in Santa Clara, California, the third Bay Area venue to host the event.
Abercrombie’s move follows a history of NFL licensing, beginning with a 2022 launch of licensed team gear and an expanded 2024 agreement covering all 32 teams. The new partnership signals a strategic shift toward blending sports fandom with contemporary fashion, a trend the NFL has been pursuing to broaden its appeal—particularly among female fans who now represent a growing share of its audience.
Chief Marketing Officer Carey Collins Krug said the collaboration “brings fashion into the center of the biggest moment in sports and culture, through a series of style‑forward moments designed to celebrate our partnership with the NFL.” Senior Vice President of Global Partnership at the NFL, Tracie Rodburg, added that Abercrombie “brings a modern, authentic and fashion‑focused point of view that resonates with fans, and their Super Bowl LX activation reflects the evolution of how the NFL celebrates our biggest moment.”
The partnership is expected to drive foot traffic to the Moscone Center and online channels, while positioning Abercrombie as a go‑to brand for game‑day apparel. By aligning with the NFL’s high‑profile event, the company aims to strengthen its brand relevance, attract new customers, and generate incremental sales during the Super Bowl week, a key period for apparel retailers.
The collaboration also underscores the NFL’s broader strategy of integrating lifestyle and fashion partnerships to enhance fan engagement. With the Moscone Center hosting the Super Bowl Experience, the partnership will be visible to thousands of attendees and millions of viewers, amplifying brand exposure and reinforcing Abercrombie’s evolution from a niche retailer to a mainstream lifestyle brand.
The content on EveryTicker is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.