Abercrombie Is Making History at Super Bowl LX

The NFL and Abercrombie & Fitch are joining forces for the biggest game of the year. 

The league and classic clothing brand announced this week Abercrombie & Fitch is doing its first Super Bowl activation as it concludes its first year as the league’s first official fashion partner. 

That will also include outfitting players at the Pro Bowl Games while making exclusive merchandise available to fans online and in San Francisco.  

Continuing to rebrand

In the late 1990s and early 2000s, Abercrombie & Fitch was pretty much associated exclusively with teens and pre-teens, but the company has rebranded to be more inclusive over the past decade and appeals to people of all ages (and sizes). 

In continuing to try to reach a broad range of customers, the brand is offering Super Bowl LX fleeces, tees, hoodies and bomber jackets both for the league and the teams set to participate in the game — the Seattle Seahawks and the New England Patriots. 

Those items are available from extra small to XXL, and the Abercrombie Kids line is also included with a fleece popover and tee. 

They will be available for purchase online at Abercrombie.com for a limited time as well as at an Abercrombie store that will be part of the NFL Shop at the Super Bowl Experience in the Moscone Center in San Francisco from Feb. 3-7. 

“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,” Abercrombie & Fitch chief marketing officer Carey Collins Krug said in a news release. “The intersection of fashion and fandom is natural for our customer, and this activation reflects how those worlds come together.”

NFL and Abercrombie expanding new partnership 

Headquartered in Central Ohio outside Columbus, Abercrombie & Fitch Company bills itself as “a specialty retailer of apparel and accessories catering to kids through millennials with assortments curated for their specific lifestyle needs.”

Its family of brands includes Abercrombie, Your Personal Best (YPB), abercrombie kids, Hollister and Gilly Hicks.

Abercrombie first began offering NFL-licensed merchandise in 2022, but it has expanded its connection with the league over the past year. 

In August, it announced a multi-year partnership to be the league’s official fashion partner. 

The company also has a partnership with Pittsburgh Steelers star pass rusher T.J. Watt, and it is the official fashion partner of the Dallas Cowboys.  

Meanwhile, custom bomber jackets are going to be presented as gifts to the players and coaches selected to participate in the Pro Bowl Games scheduled for Feb. 3. 

Abercrombie is also set to showcase its current collection of NFL licensed products at an invite-only fashion presentation. That event will feature NFL stars, wives and girlfriends, celebrities, influencers and sports industry leaders Feb. 7.

“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,” NFL senior vice president of global partnership Tracie Rodburg in a news release. “Together,we’re creating experiences that celebrate the energy of the Super Bowl while expanding how fans engage with the NFL through style.”