Abercrombie & Fitch has signed a multi-year agreement to become the National Football League’s first official fashion partner, the two organisations said on 25 August. The deal allows the retailer to feature NFL branding across its collections, open pop-up stores at stadiums and run athlete-led marketing campaigns that include player-designed apparel. Beginning with the upcoming season, an A&F “Style Concierge” will offer NFL players personalised wardrobe services, aiming to turn pre-game tunnel walks into promotional runways for the brand’s denim, bomber jackets and other items. Early participants include Fred Warner, Drake Maye and Jake Ferguson, according to company materials. The partnership extends A&F’s licensed merchandise strategy that helped the retailer generate $4.85 billion in revenue last year, while giving the NFL a new lifestyle channel to reach younger and fashion-minded fans. Financial terms were not disclosed.