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NFL looks to fashion to support international expansion
In recent years, the NFL has been increasing its focus on the fashion market to expand the audience of the league and its international reach. Last month, the NFL named fashion retailer Abercrombie & Fitch as its official fashion partner, a first for a league sponsor, building on the success since launching licensed NFL products in 2022, as it looks to offer fan style through a “fashion-first lens”.
The NFL has also recently signed multi-year licensing deals with comfort footwear brand Crocs, lifestyle brand Johnnie-O, and athleticwear brand Champion, as well as teaming up with premium sports fashion brand Off Season, co-founded by designer Kristin Juszczyk and British businesswoman Emma Grede, which offers elevated team apparel, intersecting football, sports and fashion.
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