Abercrombie & Fitch Announces Plans for Super Bowl LX as “Official Fashion Partner of the NFL”
Rhea-AI Summary
Abercrombie & Fitch (NYSE: ANF) is the Official Fashion Partner of the NFL and will run a week-long Super Bowl LX activation in the San Francisco Bay Area culminating in an invite-only fashion presentation on Feb. 7, 2026.
Key elements include an Abercrombie store within the NFL Shop at the Moscone Center from Feb. 3–7 offering Super Bowl styles priced between $45–$150, an online limited-time Super Bowl LX collection, custom bomber jackets gifted to Pro Bowl Games participants, and curated fan and athlete experiences across events tied to Super Bowl week.
Positive
- Designated Official Fashion Partner of the NFL
- In-store Abercrombie shop at Moscone Center Feb. 3–7
- Super Bowl styles priced between $45–$150
- Custom bomber jackets gifted to Pro Bowl Games participants
Negative
- Super Bowl LX items available for a limited time only
- Major activations concentrated in San Francisco Feb. 3–7
News Market Reaction – ANF
On the day this news was published, ANF gained 0.60%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
ANF gained 0.82% while key apparel peers were mixed: URBN up 1.92%, but AEO, BOOT, BKE and GAP all negative. With no peers in the momentum scanner and no same-day peer news, the reaction appears company-specific rather than a sector-wide move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 12 | Outlook update | Positive | -17.7% | Reaffirmed record full-year net sales and raised fiscal 2025 guidance ranges. |
| Dec 09 | Tech partnership | Positive | +4.1% | Global rollout of Nedap iD Cloud inventory visibility to enhance omnichannel execution. |
| Nov 25 | Earnings results | Positive | +37.5% | Record Q3 results, higher guidance, and significant share repurchases highlighted performance. |
| Nov 24 | Brand collaboration | Positive | -6.1% | Hollister and Taco Bell launched limited Y2K-inspired capsule collection for holidays. |
| Oct 31 | Earnings date set | Neutral | +0.5% | Announced timing and access details for upcoming Q3 2025 earnings release and call. |
Recent news has often led to strong moves: solid earnings and strategic tech partnerships aligned with positive reactions, while guidance updates and brand collaborations saw negative divergences.
Over the last few months, Abercrombie & Fitch has reported record Q3 net sales of $1.29B with a strong 37.54% positive reaction, tightened guidance to 6%–7% net sales growth and higher EPS, and later reaffirmed record full-year net sales, which coincided with a -17.69% drop. Brand and partnership activations, such as the Hollister–Taco Bell capsule and unified commerce expansion with Nedap, produced mixed reactions, showing that marketing news can move the stock but not always in one direction.
Market Pulse Summary
This announcement highlights Abercrombie’s role as “Official Fashion Partner of the NFL” for Super Bowl LX, with Super Bowl-branded product priced at $45–$150 and a week of activations in San Francisco. In recent months, the company has paired record Q3 results and updated guidance with volatile stock reactions. Investors may watch how this partnership influences brand relevance, traffic, and future sales updates rather than expecting an immediate impact.
AI-generated analysis. Not financial advice.
Week-Long Series of Activations in the San Francisco Bay Area Culminating in a Star-Studded Fashion Presentation
NEW YORK and NEW ALBANY, Ohio, Jan. 27, 2026 (GLOBE NEWSWIRE) -- Abercrombie & Fitch (“Abercrombie”), a division of Abercrombie & Fitch Co. (NYSE: ANF), and the National Football League today unveiled a series of experiences as part of Abercrombie’s first 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 ranging from
Featured product includes:
Super Bowl LX Crew Fleece (XS - XXL)
Super Bowl LX Crew Fleece Popover (XS - XXL
Super Bowl LX Exclusive Tee (XS - XXL)
Abercrombie Kids Super Bowl LX Fleece Popover (Newborn – Kids)
Abercrombie Kids Super Bowl LX Tee (Newborn – Kids)
Seattle Seahawks Hoodie (XS – XXL)
Seattle Seahawks Tee (XS – XXL)
New England Patriots Tee (XS – XXL)
New England Patriots Team Bomber Jacket (XS – XXL)
Custom Jackets for Pro Bowl Games:
Known for its exceptional clothing and accessories and its unique and authentic approach to NFL merchandise, Abercrombie is gifting the players and coaches selected to participate in the Pro Bowl Games with exclusive, custom bomber jackets, designed to celebrate excellence. The Pro Bowl Games will be played at the Moscone Center South Building on Tues, Feb. 3 at 8 p.m. ET and available to watch across ESPN, Disney XD, ESPN Deportes, the ESPN App and on mobile with NFL+.
Invite-Only Fashion Presentation:
On the eve of Super Bowl LX, Abercrombie will showcase their 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 Sat., Feb. 7, will take place with a series of vignettes featuring a mix of vintage and modern styling, looking to 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.”
The Abercrombie and NFL licensed products are currently available online and in stores. The exclusive Super Bowl LX items will be available online today for a limited time only.
Media Contacts: public_relations@anfcorp.com and Liana Bailey, liana.bailey@nfl.com
About Abercrombie & Fitch
Abercrombie strives to make every day more exceptional, creating a sense of getaway through its quality apparel, accessories and fragrance crafted for every occasion. Abercrombie & Fitch is the namesake brand of Abercrombie & Fitch Co. (NYSE: ANF) and is sold in more than 300 stores (including abercrombie kids) worldwide and abercrombie.com globally.
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/c8763bcf-bba8-4639-8e31-f1c174e25a2a
https://www.globenewswire.com/NewsRoom/AttachmentNg/2b8679a8-b778-4744-80d9-59f2f49dc760
https://www.globenewswire.com/NewsRoom/AttachmentNg/f754924a-da1e-45a9-b865-9972f15f5a5e
https://www.globenewswire.com/NewsRoom/AttachmentNg/17173758-106a-444f-8323-d9e418680a69
https://www.globenewswire.com/NewsRoom/AttachmentNg/d13c4503-958c-42f6-8fb3-3eccdfe16498
FAQ
What does Abercrombie’s Official Fashion Partner role mean for ANF at Super Bowl LX?
When and where will Abercrombie operate its Super Bowl shop for ANF merchandise?
What price range does the Abercrombie Super Bowl LX collection (ANF) use?
Will Abercrombie ANF offer exclusive items to players at the Pro Bowl Games?
When is Abercrombie’s invite-only fashion presentation for Super Bowl LX (ANF)?
Where can consumers buy the Super Bowl LX collection from ANF online?
