Abercrombie & Fitch Named Official Fashion Partner of the Dallas Cowboys

Rhea-AI Summary

Abercrombie & Fitch (NYSE: ANF) has secured a groundbreaking multi-year partnership as an Official Fashion Partner of the Dallas Cowboys and Dallas Cowboys Cheerleaders. This marks the first partnership between Abercrombie and an NFL team, following the brand's recent designation as an NFL Official Fashion Partner.

The collaboration includes licensed Cowboys merchandise available at select Cowboys pro-shops, presence at AT&T Stadium & The Star, and involvement in team events. Notable features include the "Style Concierge" program with players CeeDee Lamb and Jake Ferguson, with Lamb's player-designed apparel line launching later this season.

Positive

• First-of-its-kind partnership with NFL team expands brand visibility
• Multi-channel distribution through Cowboys pro-shops and stadium presence
• Celebrity athlete collaboration with CeeDee Lamb for exclusive merchandise line
• Strategic expansion into sports merchandising market

Negative

• None.

Abercrombie brings its signature style to the Cowboys and their fans

NEW ALBANY, Ohio, Aug. 28, 2025 (GLOBE NEWSWIRE) -- Abercrombie & Fitch (Abercrombie), a division of Abercrombie & Fitch Co. (NYSE: ANF), today announced a multi-year partnership naming the brand as an Official Fashion Partner of the Dallas Cowboys and the Dallas Cowboys Cheerleaders. This partnership is the first of its kind between Abercrombie and a National Football League team. This industry-first move comes on the heels of the NFL naming Abercrombie an Official Fashion Partner, a first for the league.

This new partnership builds on the success of Abercrombie’s NFL product collection featuring the Dallas Cowboys, currently available for men, women, children and pets. As an Official Fashion Partner, Abercrombie will offer its licensed Cowboys collection for sale at select Cowboys pro-shops and have a prominent presence at both AT&T Stadium & The Star. Additionally, the retail brand will have a presence at team events including home games, the Cowboys Club and Dallas Cowboys Women’s Association events.

“Our partnership with the Dallas Cowboys allows us to connect fashion and football in a way that extends well beyond game day,” said Carey Collins Krug, Abercrombie & Fitch Co.’s Chief Marketing Officer. “We are bringing our approach to style into the Cowboys’ world, from the players to the larger fan community. This isn’t just about team merch, it is about creating fashion that reflects the full lifestyle of today’s fan.”

Abercrombie has also teamed up with Dallas Cowboys wide receiver, CeeDee Lamb and tight end Jake Ferguson to be early participants in the brand’s “Style Concierge” program, which provides select NFL players with access to Abercrombie stylists for off-the-field looks. Lamb’s own player-designed apparel will debut later this season in select Abercrombie stores and on abercrombie.com, bringing athlete-led fashion directly to fans.

“The NFL and fashion are more aligned than ever, which makes this partnership with Abercrombie an impactful step forward,” said Dallas Cowboys Chief Brand Officer and Co-Owner Charlotte Jones. “Together, we’re taking the intersection of the Cowboys brand, lifestyle and apparel even further, embedding our unique energy and spirit with Abercrombie’s signature style in a crave-worthy way that delivers what our fans want.”

Abercrombie’s NFL collection featuring the Dallas Cowboys is available at Abercrombie.com and in select stores.

Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995 
This press release may contain forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995). These statements, including, without limitation, statements regarding Abercrombie & Fitch Co.’s brands, sponsorships, partnerships, and distribution channels, relate to Abercrombie & Fitch Co.’s current assumptions, projections, and expectations about its business and future events. Any such forward-looking statements involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the company’s control. The inclusion of such information should not be regarded as a representation by the company, or any other person, that the objectives of the company will be achieved. Words such as “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” “should,” “are confident,” “will,” “could,” “outlook,” and similar expressions may identify forward-looking statements. Except as may be required by applicable law, we assume no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise. Factors that may cause results to differ from those expressed in our forward-looking statements include, but are not limited to, the factors disclosed in Part I, Item 1A. “Risk Factors” of Abercrombie & Fitch Co.’s Annual Report on Form 10-K for the fiscal year ended February 1, 2025, and otherwise in our reports and filings with the Securities and Exchange Commission. 

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 200 stores (including abercrombie kids) worldwide and abercrombie.com globally.

Media Contact:
Lilli Khatibi
Abercrombie & Fitch Co.
(614) 283-6192
Public_Relations@anfcorp.com

Photos accompanying this announcement are available at

https://www.globenewswire.com/NewsRoom/AttachmentNg/6627f78c-6b50-472f-8263-2efc1c7aa8e9

https://www.globenewswire.com/NewsRoom/AttachmentNg/26a42bbe-3c31-49b7-a053-d5ebc507bb4e

FAQ

What is the new partnership between Abercrombie & Fitch (ANF) and Dallas Cowboys?

Abercrombie & Fitch has become an Official Fashion Partner of the Dallas Cowboys and Dallas Cowboys Cheerleaders in a multi-year partnership, the first such collaboration between the brand and an NFL team.

Where will Abercrombie's Dallas Cowboys merchandise be available?

The licensed Cowboys collection will be available at select Cowboys pro-shops, Abercrombie stores, abercrombie.com, and will have presence at AT&T Stadium & The Star.

Which Dallas Cowboys players are partnering with Abercrombie & Fitch?

CeeDee Lamb and Jake Ferguson are participating in Abercrombie's 'Style Concierge' program, with Lamb launching his own player-designed apparel line later this season.

What makes this Abercrombie & Cowboys partnership unique?

This is the first partnership between Abercrombie and an NFL team, following Abercrombie becoming an Official Fashion Partner of the NFL, which was also a first for the league.