Abercrombie expands NFL fashion partnership, adds Fanatics distribution for 2026 season

Abercrombie & Fitch expanded its multi-year Official Fashion Partner deal with the NFL for the 2026 season.

Distribution broadens via a new partnership with Fanatics, adding NFLShop.com, team e-commerce sites, stadium stores, and Fanatics.com.

The range widens to include men’s, women’s, kids’, baby and toddler apparel, targeting beyond game-day demand.

The plan adds recurring product drops, including co-designed capsules with NFL players, supported by in-season activations around key league events.