Fashion
US brand Abercrombie & Fitch inks multi-year fashion deal with NFL
Building on the success since launching licensed NFL products in 2022, Abercrombie’s aim is to redefine fan style through a fashion-first lens in partnership with the NFL. By pairing athlete-led campaigns and player-designed apparel with a lifestyle assortment, Abercrombie will help blur the line between outfits worn during game day arrivals and everyday wear for both female and male fans as well as for players. In addition, Abercrombie will activate across NFL tentpole events, including select NFL international games and within its retail locations worldwide.
The NFL has signed Abercrombie & Fitch as its first Official Fashion Partner in a multi-year deal, expanding beyond licensing into lifestyle and style-driven fan apparel.
The tie-up includes athlete-led campaigns, player co-designed pieces, and the launch of Abercrombie’s Style Concierge service for NFL players.
A major national campaign featuring top athletes will debut this season.
“As the NFL continues to evolve, we are partnering with brands that share our strategic vision,” said Tracie Rodburg, senior vice president of global partnerships at the NFL. “Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the fashion community, creating deeper connections with our fans at the convergence of fandom and fashion and celebrating our players’ dynamic style.”
The partnership demonstrates the league’s ongoing efforts to grow its fan base, especially with female fans. With women making up to close to half of the league’s fans, fashion and sports are intersecting in new ways to provide them with options to showcase their fandom authentically on game day.
“We’re uniquely positioned for this moment where sports, fashion and culture are converging like never before,” said Abercrombie & Fitch Co. chief executive officer Fran Horowitz. “We’ve been working with the NFL and premier NFL athletes for several years, so officially becoming a league sponsor is a natural progression. As a style authority, we’re creating products that let fans represent their team while expressing their personal style. This NFL partnership goes beyond licensing. It is about meeting the needs of an expanding audience. Together, the NFL and Abercrombie are helping to build fandom through fashion.”
As part of the partnership, Abercrombie will launch the Abercrombie Style Concierge, a first-of-its-kind service providing curated outfitting for select NFL athletes. The program offers direct access to Abercrombie’s in-house styling experts, tailored to each athlete’s individual style and schedule.
To celebrate the partnership, Abercrombie debuted a national seasonal campaign “Style Concierge” featuring players known for their personal style off the field, including Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys) and Tee Higgins (Cincinnati Bengals). The campaign represents the largest advertising investment the brand has made in the sports space and will run nationally across linear, CTV and HBO Max as well as Meta, TikTok and NFL-owned channels. In addition to the campaign, each player has partnered with Abercrombie to design a limited-edition co-designed apparel, available for purchase this upcoming NFL season.
“Style has always been a part of the NFL’s DNA, from the history of the game to players’ gameday outfits,” said Kyle Smith, fashion editor at the NFL. “Partnering with Abercrombie & Fitch lets us honor that legacy while introducing a new generation of fans to looks that are timely, versatile and connected to the culture of NFL football.”
Abercrombie has teamed up with several NFL players to receive early access to the Abercrombie Style Concierge service. These players, including those featured in the “Style Concierge” campaign, are Fred Warner (San Francisco 49ers), Drake Maye (New England Patriots), Cooper DeJean (Philadelphia Eagles) and Jake Ferguson (Dallas Cowboys). All partner athletes will also receive early access to the Abercrombie Style Concierge service.
“Performance starts with confidence, and for me, that means feeling good in what I wear,” said McCaffrey. “Abercrombie understands that style and comfort go hand in hand. This partnership lets us bring fans apparel that delivers on both fronts, so they can represent their team with the same confidence I feel when I suit up.”
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
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Directed and shot by Mert Alas, the new chapter sharpens the focus on denim as the ultimate expression of personal style through icon Jung Kook’s distinctive and influential point of view as he lives in the moment.
Calvin Klein, owned by PVH Corp., has unveiled its Spring 2026 denim campaign fronted by BTS icon Jung Kook.
Directed and photographed by Mert Alas, the cinematic film fuses music, movement and city energy, highlighting 90s Straight, Baggy and reworked Trucker silhouettes.
A special appearance by Rosie Perez amplifies the brand’s signature visual storytelling.
The campaign unfolds across a series of immersive worlds, unified and guided by Jung Kook’s style, attitude and way of living. The high-impact film fuses fashion and entertainment, moving to an instantly recognizable soundtrack and brought to life through the artist’s signature choreography and commanding presence. The interplay of music and movement – complete with a cameo from New York City legend Rosie Perez – captures the impact synonymous with Calvin Klein’s iconic visual storytelling.
Calvin Klein jeans are at the center of the wardrobe with hero silhouettes leading the narrative: the effortless attitude of the 90s Straight; the relaxed and nostalgic proportions of the Baggy; and new interpretations of the iconic Trucker jacket — all reimagined with elevated washes and designed for versatility. Casual logo tees and oversized bombers complete the looks, reinforcing denim as both uniform and statement.
“I love Calvin Klein jeans because they’re designed to be lived in,” said Jung Kook. “The looks I wore for this campaign nod to ‘90s style while feeling completely modern. It was exciting to bring together my love of music, dance and fashion against the energy of the city.”
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
Premier Li Qiang, who delivered the report at the opening of the fourth session of the 14th National People’s Congress in Beijing, said the growth target is “well aligned with the country’s long-range objectives through the year 2035 and is broadly in line with the long-term growth potential of China’s economy, with favorable conditions in place for achieving this target.”
China has set a GDP growth target of 4.5–5 per cent for 2026, alongside goals to stabilise employment, manage inflation, maintain grain output and cut emissions.
The plan also preserves flexibility for structural reforms under the 15th Five-Year Plan, aiming to balance steady economic expansion with long-term, high-quality and sustainable development.
Main development targets for 2026 also include a surveyed urban unemployment rate of around 5.5 per cent, creation of over 12 million new urban jobs, a rise in the consumer price index of around 2 per cent, personal income growth in step with economic growth, a basic equilibrium in the balance of payments, grain output of around 700 million tonnes, and a drop of around 3.8 per cent in carbon dioxide emissions per unit of GDP.
Qiang said the targets took into account the need to leave room for structural adjustments, risk prevention and reform in the opening year of the 15th Five-Year Plan (2026–30) period, to lay a solid foundation for improved performance in the coming years. Government at local level should, taking into account their own conditions, make solid efforts to deliver positive outcomes, he added.
Analysts said the 2026 target reflects a pragmatic approach in recognising structural and cyclical challenges facing the world’s second-largest economy, while pursuing reasonable growth in line with high-quality development.
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