The Glossy Podcast: What Goes Into an NFL Partnership?

Guest: Carey Collins Krug, CMO of Abercrombie & Fitch
Hosts: Danny Parisi (Senior Fashion Reporter), Jill Manoff (Editor in Chief)
Release Date: February 6, 2026

Episode Overview

This episode explores the details behind Abercrombie & Fitch’s (A&F) high-profile partnership with the NFL. Host Jill Manoff sits down with A&F CMO Carey Collins Krug to discuss how the collaboration developed, what it means for the brand, the business reasoning behind sports partnerships, and how the intersection of fashion and sports is shaping new dynamics in both industries—especially surrounding events like the Super Bowl.

Key Discussion Points & Insights

1. The Evolution of Abercrombie’s NFL Partnership

• Origin Story:
  • The partnership began organically, starting with a few NFL-inspired designs that became unexpectedly popular with both customers and athletes ([06:47]).
  • Over three years, the relationship matured, resulting in A&F becoming the NFL’s official fashion partner in August 2025 ([06:41]).
• Authenticity & Shared Vision:
  • The partnership’s authenticity is highlighted as its key strength:

    “With all good partnerships, it starts from a place of authenticity and organically, which is really how it came to be with the NFL.” — Carey Collins Krug [06:53]

  • The collaboration is built on mutual recognition of the overlap between sports, culture, and fashion, especially the rising prominence of athletes off the field.

2. A&F’s Super Bowl and NFL Week Programming

• Fashion Event Inspired by the Tunnel Walk:
  • Abercrombie’s “see now, buy now” fashion show, inspired by the iconic player tunnel walk, is set to take place the day before the Super Bowl, featuring athletes and women connected to NFL players (WAGs, sportscasters, etc.), reflecting the rising trend of sports-fashion crossovers ([10:22], [18:02]).
• Pop-Up Presence:
  • An A&F pop-up at the SBX Experience will offer exclusive Super Bowl merchandise for all ages ([11:12]).
  • All Pro Bowl athletes received custom bomber jackets as part of the brand’s outreach ([11:22]).
• Content Amplification:
  • A&F’s team and influencers will be live-streaming and sharing social content throughout NFL week ([11:44], [18:02]), making the event accessible to those not in attendance.
• Style Concierge Studio:
  • At the Super Bowl, A&F will operate a “style concierge” pop-up, offering athletes and associates the chance to work directly with in-house stylists ([09:58]).

3. Marketing Strategy: Why the NFL?

• ROI and Brand Exposure:
  • The investment is seen as broader than a one-off Super Bowl ad (which runs about $8 million for 30 seconds):

    “For us, it’s much more than what’s just happening at the game… everything we’re doing is culminating this week… it’s about having a really authentic relationship and showing up where your customers are.” — Carey Collins Krug [12:32]

  • The brand’s sports heritage (A&F once manufactured football pads and helmets in the early 20th century) makes the partnership a return to its roots ([13:00]).
• Connecting with New Audiences:
  • The NFL’s reach uniquely positions the brand to access a wide, passionate fanbase.
  • Fandom and “athlete influence”—especially off the field—are noted as central to the appeal ([14:47]).

4. Product & Licensing Approach

• Inclusive Collections:
  • The Super Bowl collection spans babies to adults and is designed for both men and women, reflecting the NFL’s equally split fanbase ([11:12], [25:16]).
  • The brand now carries all 32 NFL teams, plus special editions for teams in the game and the Dallas Cowboys (for whom A&F is a dedicated partner) ([16:48], [24:06]).
  • Boosting accessibility and quality at a “surprisingly accessible price” remains central ([25:16]).
• Design Intentionality:
  • A&F aims to offer more than logos on tees—creating real fashion, not just merchandise:

    “The real white space is our unique design handwriting… intentionality of the design and how it fits into your personal style… it’s more than just a piece of fandom, it’s also a piece of fashion that you covet.” — Carey Collins Krug [25:16]

• On-Demand Fashion:
  • Many items from the Super Bowl runway event will be immediately shoppable or available for pre-order ([19:27]).

5. Partnership Management & Success Metrics

• Gauging Value:
  • A&F evaluates individual activations by reach, traffic, and consideration—not just sales ([23:11]).
  • The ultimate goal is to make Abercrombie “synonymous with NFL fashion” ([23:41]).
• Relationships:
  • Partnerships exist both at the league level and on an individual basis with athletes, WAGs, and influencers. Authenticity is a non-negotiable ([19:58]).
• Demand Outstripping Capacity:
  • Interest among athletes has been so strong that the internal styling team is “over capacity” ([32:31]).

6. Broader Industry Context & The Future

• Sports × Fashion Trend:
  • The NBA is cited as a pioneer in sports-fashion crossovers, but the NFL is catching up, thanks partly to the popularity of “tunnel fits” and athlete individuality ([27:13]).
  • The NFL is actively extending its presence beyond game day to claim a larger cultural footprint ([30:04]).
• Looking Forward:
  • Both sides see this partnership as just the beginning, with future activations already being planned ([23:41], [30:46]).

Notable Quotes & Memorable Moments

• On Authenticity in Partnerships:

  “With all good partnerships, it starts from a place of authenticity and organically, which is really how it came to be with the NFL.”
  — Carey Collins Krug [06:53]

• Why Invest Beyond a Super Bowl Spot:

  “For us, it’s much more than what’s just happening at the game… everything we’re doing is culminating this week. I think it’s about having a really authentic relationship and showing up where your customers are in a way that is authentic to who you are as a brand.”
  — Carey Collins Krug [12:32]

• Fashion & Sports Are Merging:

  “As you know, the tunnel walk is the new runway. And really, athletes… are just as influential off the field as they are on the field.”
  — Carey Collins Krug [07:20]

• On A&F’s Sports DNA:

  “We started in 1892 in New York City. It was always about kind of equipment and outfitting for the sports enthusiast… we actually made football helmets and football pads.”
  — Carey Collins Krug [13:13]

• On Style Concierge & Demand:

  “We are over capacity. I would say. We can't meet — we cannot keep up with the demand.”
  — Carey Collins Krug [32:32]

Timestamps for Key Segments

• [04:18] — Moment the A&F x NFL partnership began to expand
• [06:47] — Partnership origin and pitch meeting story
• [09:58] — Style Concierge program and Super Bowl activation explained
• [11:12] — A&F’s Super Bowl on-site programming and inclusivity details
• [12:32] — Comparing value to Super Bowl ad spend; brand heritage
• [14:47] — The value of fandom and how NFL fits Abercrombie’s customer
• [16:48] — Handling multiple teams and last-minute event preparations
• [18:02] — Fashion show presentation and live-streaming strategy
• [19:58] — Individual and league-level partnerships and their authenticity
• [23:11] — Measuring partnership success; future goals
• [25:16] — Design intentionality and finding white space in NFL apparel
• [26:48] — NFL partnership’s prominence in Abercrombie’s marketing strategy
• [27:29] — Why Abercrombie chose the NFL over other leagues
• [30:04] — The NFL’s year-round influence and next steps teased
• [32:31] — Style Concierge’s overwhelming demand

Final Thoughts

This episode provides an energetic, insider look at how Abercrombie & Fitch and the NFL are reshaping sports-related fashion marketing. With a focus on authenticity, inclusivity, and connecting with broader cultural trends, the partnership offers a template for leveraging sports not just as entertainment, but as a fashion-forward lifestyle statement. A&F’s approach—rooted in both history and innovation—demonstrates how brand legacy can be powerfully woven into new, culturally resonant collaborations.