by The “tunnel walk” has officially replaced the traditional catwalk as the most anticipated fashion event of the week. Forget the stiff suits of the past; today’s gridiron giants are walking into stadiums draped in high-street luxury and vintage-inspired aesthetics, thanks in large part to the groundbreaking NFL Abercrombie & Fitch partnership. Since being named the league’s first “Official Fashion Partner” in late 2025, the retail giant has moved beyond simple logo tees, transforming professional football players into full-blown style icons who are just as comfortable under camera flashes as they are under stadium lights.
A New Era of “Sporty-Chic” with Sam Darnold and JSN
As we look ahead to the Super Bowl LX festivities in San Francisco, the buzz surrounding the NFL Abercrombie & Fitch partnership has reached a fever pitch. The brand’s latest campaigns have featured a roster of heavy hitters, including Sam Darnold and Jaxon Smith-Njigba, showcasing a “varsity-cool” aesthetic that bridges the gap between elite performance and everyday street style. By focusing on high-quality fabrics and tailored silhouettes, Abercrombie is helping players like Darnold redefine their public personas—moving from “athletes” to “lifestyle brands” with every perfectly curated outfit.
The “In Her Own League” Campaign: Olivia Culpo Steals the Spotlight
Perhaps the most successful arm of the NFL Abercrombie & Fitch partnership is its dedicated focus on the women who drive the culture of the game. The “In Her Own League” campaign, headlined by model and entrepreneur Olivia Culpo, has become a viral sensation by leaning into ’90s nostalgia. Inspired by the iconic off-duty looks of Princess Diana, Culpo’s capsule collection—featuring vegan leather bomber jackets and mockneck sweatshirts—proves that game-day gear can be elevated, feminine, and fiercely fashionable all at once.
Redefining the Fan Experience: From Stadiums to Streetwear
What makes the NFL Abercrombie & Fitch partnership truly historic is its accessibility for the average fan who wants to rep their team without looking like they just stepped out of a gym. The collection spans all 32 teams, offering everything from heavy-weight hoodies to sophisticated outerwear that works just as well at a Sunday brunch as it does in a luxury suite at Levi’s Stadium. By pricing items between $45 and $220, the brand has successfully democratized high-end sports fashion, making “tunnel-ready” looks available to everyone.
Behind the Scenes: The Abercrombie Style Concierge
For the players, the perks of the NFL Abercrombie & Fitch partnership go far beyond modeling contracts; they now have access to the “Style Concierge.” This first-of-its-kind service provides select athletes with direct access to in-house stylists who help them curate their public appearances throughout the season. Whether it’s a rookie like Drake Maye or a veteran like Christian McCaffrey, this program ensures that the league’s stars are consistently setting the trend for what “modern masculinity” looks like in the 2020s.
Comparison of the NFL x Abercrombie Collection Features
| Feature | Details | Audience |
| Style Concierge | Personal Styling for Players | NFL Athletes |
| In Her Own League | Nostalgic/90s Female Collection | Women Fans & Influencers |
| Super Bowl LX Capsule | Limited Edition San Fran Merch | All Fans |
| Archive Collection | Vintage 134-Year Archive Designs | Fashion Enthusiasts |
The Super Bowl LX Fashion Presentation
The partnership reached its peak on Saturday, February 7, 2026, with an invite-only fashion presentation held right before the Big Game. This event saw the NFL Abercrombie & Fitch partnership come to life through a series of vignettes that explored the brand’s 134-year history with American sports. With Commissioner Roger Goodell in the front row, the runway show featured a mix of NFL stars and high-profile influencers, cementing the league’s position as a dominant force in the global fashion community.
Why This Partnership Is a Game-Changer
As the final whistle blows on the 2025-2026 season, the impact of the NFL Abercrombie & Fitch partnership is undeniable. It has successfully shifted the narrative of sports apparel from “merchandise” to “fashion,” proving that the intersection of sport and style is where the most exciting cultural conversations are happening. By treating fans like fashionistas and players like models, the NFL is ensuring its brand remains relevant, versatile, and—above all—effortlessly cool for generations to come.
