Abercrombie & Fitch and the NFL have unveiled a series of experiences as part of Abercrombie’s Super Bowl activation as the first league sponsor with the designation of “Official Fashion Partner of the NFL”, including curated events at NFL Culture Club alongside broader fan and athlete moments.
“Abercrombie is bringing fashion into the center of the biggest moment in sports and culture, through a series of style-forward moments designed to celebrate our incredible partnership with the NFL,” said Carey Collins Krug, chief marketing officer at Abercrombie & Fitch Co. “The intersection of fashion and fandom is natural for our customer, and this activation reflects how those worlds come together.”
Super Bowl Styles at the NFL Shop
As a go-to for game-day outfitting, Abercrombie will offer fans new Super Bowl styles, including hoodies, tees and jackets for the whole family at an Abercrombie store experience within the NFL shop at the Moscone Center in San Francisco from Feb. 3 through Feb. 7. The Super Bowl LX collection is also available online at abercrombie.com for a limited time only.
Featured products include:
- Super Bowl LX crew fleece
- Super Bowl LX crew fleece popover
- Super Bowl LX exclusive T-shirt
- Abercrombie Kids Super Bowl LX fleece popover
- Abercrombie Kids Super Bowl LX T-shirt
- Seattle Seahawks hoodie
- Seattle Seahawks T-shirt
- New England Patriots T-shirt
- New England Patriots team bomber jacket
Custom Jackets for Pro Bowl Games
Abercrombie is gifting the players and coaches selected to participate in the Pro Bowl Games with exclusive, custom bomber jackets, designed to celebrate excellence.
Invite-Only Fashion Presentation
On the eve of Super Bowl LX, Abercrombie will showcase its current collection, along with key NFL-licensed products, at an invite-only fashion presentation. The event will feature NFL stars, wives and girlfriends, celebrities, influencers and sports industry leaders. The presentation, set for Feb. 7, will feature a series of vignettes with a mix of vintage and modern styling, drawing on the brand’s 134-year-old archives and its rich history with American sports for inspiration.
“Abercrombie & Fitch 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,” said Tracie Rodburg, senior vice president of global partnership at the NFL. “Together, we’re creating experiences that celebrate the energy of the Super Bowl while expanding how fans engage with the NFL through style.”
