What goes into an NFL partnership? With Abercrombie & Fitch CMO Carey Collins Krug

Summary

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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

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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.

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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]).

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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]

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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

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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.

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Transcript

[A]

Hey guys, it's Jill. You may not know this about me considering all of our fashion talk on the podcast, but I am a big time browser, a shopper, not so much. Part of that is because I'm a sucker for a statement look and I know that the cost per wear is just not going to be there. When I wear something once it has its little moment on Instagram and then I'm on to the next outfit, usually for a glossy event. That's why when it comes to fashion, I actually borrow most everything when that's an option. And I've recently become a fan of Vivrel, which in terms of designer accessories has options upon options upon options. We're talking millions of dollars in new inventory every single week. Vivre is an exclusive fashion and lifestyle membership, unlocking access to thousands of hard to find handbags, jewelry, watches and diamonds. You can just pay a monthly fee and then you make the rules. You can rotate often or you can feel free to take a while with that Celine style that you just can't let go. So check it out. Go to www.virel.com and apply for a membership today, using code GLOSSY to get 50% off your first three months of membership. The code also allows you to skip the Virel wait list. That's v I v r-e l l e.come. use code GLOSSY for 50% off the first three months of membership. Join Glossy sister brand Modern Retail for their annual marketing Summit taking place April 20th through 22nd in Huntington Beach, California, where brand leaders from Amica Beauty, ThredUp, PacSun, and many more. We'll dive into how they're navigating a marketing landscape that is changing more quickly than ever before. This summit will equip you with the knowledge, strategies and connections you need through our one on one meetings, working groups, casual networking and more. Don't wait. We're offering $200 off with the promo code SUMMIT2026NOSPACES. Again, that's S u m m I t2026NOSPACES. Go to ModernRetail Co MarketingSummit to learn more and secure your path. Brands and retailers may be eligible for a complimentary pass, so apply on the event page to see if you qualify.

[B]

Hello and welcome back to the Glossy Podcast. I'm your host, Senior Fashion reporter Danny Parisi, and I'm here with our Editor in Chief, Jill Manoff. Hello Jill Woo.

[A]

Hello. Countdown to the Super Bowl.

[C]

Get ready.

[B]

Countdown to the Super Bowl. That's right. It's it's Thursday, February 5th, when we're recording this, but we are talking about the super bowl, which is coming up this weekend. Are you a big super bowl watcher, Jill? Do you do a party every year?

[C]

No.

[A]

It'S sometimes during the, during New York Fashion Week. And so I don't know when the Rams were in the Super Bowl. I remember, like I just so happened to be sick that day. Like I left a fashion show cause I felt so horribly sick. And I got to watch the super bowl during, during Fashion Week and it was the Rams and they won the super bowl. And it was like it was meant to be because I'm a Rams fan because my brother's a Rams. Anyway, if the Rams were in it, I'd be more into it. I will likely. I'm sure I'll see all the updates on my phone. I'll attempt to watch it live. How about you?

[B]

Yeah, I'm. I watch it every year and I have a group of friends. I have a friend who always has a party, but almost none of this group of friends like sports or football people. So it's on in the background and kind of nobody's watching.

[A]

We'll have to watch for commercials. Commercials.

[B]

We'll have to watch for commercials.

[A]

Our job and halftime. Bad Bunny. That'll be interesting, obviously.

[B]

Exactly. And I think the super bowl has become, as we've talked about on this podcast, we've written about it too, the NFL in general. I feel like there's been more and more fashion, crossover fashion collaboration. It's become more relevant to glossy in previous years. We probably could get away with not even mentioning it on the site, but it feels we can't do that nowadays. So on this week's episode, you spoke with somebody about the super bowl and about the NFL. Tell us about your conversation.

[A]

Yes, I did. I had the opportunity to talk to Abercrombie and Fitch's cmo, Carrie Collins Krug. And this happened on Tuesday, the Tuesday before the Super Bowl. She's going to the super bowl, which I thought was amazing. But we talked all about their plans for the super bowl, which includes a senile buy. Now the fashion show. It's inspired by the iconic tunnel walk that we all have come to know and love and be inspired by. And this is part of their long term NFL partnership. They're the official fashion partner of the NFL as of August. We do touch on whether or not they're going to redo that partnership if it was worth it. How the spend compares to like a commercial spot, which we know, a 30 second commercial for the Super bowl, this year's 8 million. So, anyway, we go deep on this partnership. It makes a lot of sense. Like we talked about considering fashion and sports ongoing overlap. Tom Brown is also doing a fashion show during this weekend, so it seems to be a growing trend.

[B]

Well, it, it sounds like a good conversation. Like I said, we've been covering more sports, more football on glossy as that partnership kind of like gets deeper and deeper. And we will continue to do so. But let's stop there and we'll. We'll be right back with Jill's conversation with Carrie Collins Krug from Abercrombie and Fitch.

[A]

Carrie, welcome. Thanks so much for being here.

[C]

Thank you for having me. I am thrilled to be here.

[A]

We're going to have fun today. I'm so excited to dig into your partnership with the NFL, which it's not brand new, but this kind of more robust partnership. It kicked off in August, I believe. I would love to dig into Abercrombie and Fitch being the official first. Tell me if I'm wrong first. You are, correction, partner of the NFL. Yes. Tell me about this because I have to tell you, Kyle Smith, the first fashion editor of the NFL, we had him on our glossy 50. And I was just looking back at our write up about him and I was like, am I making this up? I feel like he mentioned this partnership in that interview and he told me that he was kind of proud of himself, that he was part of the pitch meeting. He traveled to Ohio when it came to, like, partnering with y'.

[B]

All.

[A]

I would love to hear about that pitch meeting if you were in it and kind of what was intriguing to you?

[C]

I. I was in it. Um, yes. And it. The whole journey has been incredible. So, yes, our first official partnership started at the very beginning of the season, but we have been working with the NFL in some regards for years. So almost three years now. And like most things with us, it always starts with the product. But I think with all good partnerships, it starts from a place of authenticity and organically, which is really how it came to be with the NFL. We started with a few designs of NFL designs and it was so well received by our customers and by athletes and by the NFL. We continued to grow our product collection and with that it grew its prominence. From a marketing perspective, we both saw white space opportunity, I think the NFL and us to really think about how fashion and sports are colliding. And this partnership is emblematic of how all of that came to be. As you know, the tunnel walk is the new Runway. And really, athletes and Building their off helmet presence. They are just as influential off the field as they are on the field. And so much of how they. They are expressing themselves, it comes to fruition in how they're expressing their personal style. And we are so happy to be a part of this next burgeoning chapter for the NFL.

[A]

Yes. How exciting. I mean, I live for a tunnel walk. Let's hear about it.

[C]

So do a lot of people. You're not alone in that.

[A]

It's so fun. Tell me about the reception. You said it was well received. Tell me what that looked like. Maybe in comparison to a typical ANF collection or. Yeah. And the NFL. Maybe sales or buzz or all of the above.

[C]

I mean, I would say certainly from the very beginning, it started to outperform where we had expected it to be from a sales perspective, but from an outreach perspective of what we received inbound of athletes reaching out to us because they discovered it on their own. They loved the design, they loved the quality of the product. We started then working with a lot of athletes organically and they started to come to us and working with our design team and working with our stylists and really thinking of this could actually be a lot bigger than where it is now. And it really grew from there. It grew from the authentic relationships we have with the athletes, many of whom we are still working with. And it actually grew into a big part of our programming that we launched earlier this year called the Abercrombie style concierge with a select number of athletes where they have access to work with our in house design team and our in house stylists for things like the tunnel walk, but also for all aspects of their lives. And we will be popping up at the super bowl with a style concierge studio where our stylists will be there. And then we're doing a tunnel walk inspired fashion presentation the day before the super bowl on Saturday.

[A]

Yes. That's so exciting. So athletes and I don't know, they own this title now. Wags. They'll be in the show.

[C]

They do. So we have. We have wives and girlfriends. We also did a campaign earlier this year called in her own League and it really celebrates the women of football. And yes, they are wives and girlfriends, but it's also, we had some sportscasters and all of the women that certainly are redefining the game in their own right and really celebrating all that they contribute to the world of football, but then also what they're doing in their lives.

[A]

Yes. Well, tell me about actual game day. Maybe you'll be dressing some athletes. Will you have a presence on that Sunday?

[C]

We. Well, we will be. We have a presence all week, which we're very excited about. We have a pop up shop on the ground at the SBX Experience with our exclusive super bowl collection. And that's for baby and toddler up through adults. So really for the entire family. We are partnered with the NFL and we gave custom Bomber J jackets to every athlete that's playing in the Pro Bowl. And then we have our fashion presentation on Saturday. We also have a lot of friends of the brand and creators that are going to be on the ground with us doing a live stream of social of everything that is happening. And they will also be going to the game, which we're very excited about.

[A]

That's awesome, y'.

[B]

All.

[A]

Carrie is here five days before the game. Anyway, it seems like it's crunch time. It's the most exciting time. I'm getting on a plane tomorrow, so this is amazing. Thank you. But I would have to know, like, if other CEOs, we have a lot of fashion insiders listening. How would you explain or describe the benefit of a partnership like this in terms of like marketing spend? We know that the average super bowl commercial is like $8 million. When you look at all that you're getting and the investment that went into it, how would you kind of weigh that?

[C]

Well, I think it's. I mean, for us, it's much more than what's just happening at the game. I mean, certainly it doesn't get bigger than the Super Bowl. There's a reason that we're saying the super bowl is an analogy for anything that is big, that is happening. And it is. I think the super bowl is emblematic of that. The world of fashion and sports and culture coming together. So I think it's much bigger than that, the way that I would equate this entire partnership. And we started to build towards this day at the beginning of the season. And so everything that we're doing is culminating this week. And 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. We know it's an important moment in the lives of our customer. And it's also very authentic to who we are from our 134-year-old history. If we go back to our roots, we, we, we started in 1892 in New York City and it was always about kind of equipment and outfitting for the sports enthusiast. And in fact, in the earliest part of the 20th century. We were actually made football helmets and football pads. So very much, very much in the DNA of who we always were as an Abercrombie brand. Of course, right now we are no longer in the equipment business, but we still very much offer effortless and elevated American style for the sports enthusiast. And that is relevant for both at the stadium and every day in their lives.

[A]

Totally. Well, what do you think that, I don't know, your typical Abercrombie shopper, maybe they found your jeans and over the last couple of years when they blew up on TikTok and they're questioning, like, why are they at the Super Bowl? Like, maybe they don't know that history, like, in your eyes, like, why does it. Why would it make sense to your current customer? Is everybody. You tell me.

[C]

Well, I mean, if you think of really what our customer is doing, and the NFL honestly has an outsized hold on that weekend activity. And fandom is, of course, though, much more than just the game on Sunday or Monday. It is really a part of the identity of so many of our customers. And from an American sports perspective, the NFL and its reach is far greater than any other sports franchise. And the fandom that people have for their teams and for the athletes is very real and very personal. And I think the impact of the athletes is just as important off the field as it is on the field. So. So, I mean, obviously it's very authentic to our roots. We have always come from this place of outfitting the sports enthusiast. So it makes very. It makes a ton of sense for people that know our history. But beyond that, I think it makes a ton of sense because we create elevated but yet effortless style for every day. And I think people take their fandom into all aspects of their lives every day, well beyond the Sunday or Monday when they're watching the game.

[A]

For sure. When you talk about fandom, I think about the two teams that are playing this week.

[C]

Yes.

[A]

Just have to know, like, when it comes to your fashion show and any sort of, I don't know, logistical things, I don't know if you're leaning in specifically to those two to teams or if we're going to see an array of gear catered to all of the NFL teams. But I have to know, was there any kind of rushing like you had two weeks to pull it off and dedicate things to the Patriots and Seahawks?

[C]

I must say, I must say I have all of the props go to our incredible design and production team. So at our super bowl pop shop and shop, we have exclusive, exclusive super bowl merchandise that we created as part of our partnership with the NFL. And then we have things from the 49ers because we are in San Francisco. Those are the things that we knew beforehand. But then of course, we're bringing in select merchandise from the Seahawks and the Patriots. We have all 32 teams as a part of our collection going forward. But those are the ones that are gonna be featured when we go into our shop. And we had. We actually worked with with Drake May this year. He is a member of our style concierge. So we. He is a friend of the brand.

[A]

Oh, nice. Okay. I'm so excited for this fashion show. I have to know. I know it was invite only. I won't be in San Francisco, so I don't get to go because it's press and it's influencers and it's celebrities like. But tell me, are you going to amplify this? This will be like live streamed. And how will people shop the kind of see now, buy now looks? It just means that they'll be on the site immediately.

[C]

Yeah, well, we have. It's a fashion presentation, but inspired by the tunnel walk. So we've tried to replicate that excitement. But then we really wanted to put the athletes and the wives and the girlfriends that are our models for the day in vignettes of real life. So they will be walking along a tunnel. We're also bringing in a lot of items from our archive. So we have seen some terrific gems, I would say, dating back to the 1940s that we're bringing in to sort of be in the background of where we're going to be. And everybody is going to be wearing our current spring collection. There will be some nods to the NFL, of course, depending on the player. And we're also bringing in some vintage. So some of the looks are put together, pulled from our 134-year-old archive along with current spring pre order items that will be available for sale. Also, I must say that our exclusive super bowl merchandise is also available on our website as well.

[A]

Exciting. Oh my gosh. Was that a big discussion to bring in the items that may not be available to purchase right now? Do you expect expect like there could be demand. Maybe you'll have to bring them back.

[C]

It will be available for pre order and some of it will already be available available for immediate sales as well. So the goal is to have it be. You look at it and you can purchase it. That is, that is the very much the intention.

[A]

So fun. So when you feature these athletes and or wags in your, in your shows, in your commercials. And you also, you have this partnership with the NFL. Just wondering how it all works. Like, do you also have partnerships with the individuals or are they part of the NFL partnership? How does that go?

[C]

We well, we are the official partnership partners of the NFL. We are the official fashion partner. We are also the official fashion partner of the Dallas Cowboys. And then we have individual relationships with every one of the athletes and the wives and the girlfriends. And really it's we want to work with people that it's very authentic. We have no interest in doing something where it just looks like we're writing a check. We work with people that are truly fans of the brand and we are truly fans of the athlete and the teams that we work with. So it is truly a partnership, which I think is one of the reasons why it's so successful. And you'll see when the presentation comes to life and the imagery comes out. Of course, every single one of our models for the day is wearing Abercrombie, but their personal style comes through so much because our stylists really get to know them and know how they want to express themselves. So it's pretty incredible.

[A]

Hey guys, it's Jill. You may not know this about me considering all of our fashion talk on the podcast, but I am a big time browser, a shopper, not so much. Part of that is because I'm a sucker for a statement look and I know that the cost per wear is just not going to be there when I wear something once it has its little moment on Instagram and then I'm on to the next outfit, usually for a glossy event. That's why when it comes to fashion, I actually borrow most everything when that's an option. And I've recently become a fan of Vivrel, which in terms of designer accessories, has options upon options upon options. We're talking millions of dollars in new inventory every single week. So depending on the occasion, I could play up a throwback look with a little Dior saddlebag, or I could round out a New York It Girl look with with a bag by the Row. Or I could carry the latest by Bottega because Jacob Elordi inspired me like everyone else and I don't have to feel guilty about changing it up. Vivrel is an exclusive fashion and lifestyle membership, unlocking access to thousands of hard to find handbags, jewelry, watches and diamonds. You can just pay a monthly fee and then you make the rules. You can rotate often or you can feel free to take a While with that Celine style that you just can't let go. So check it out. Go to www.vivrel.com and apply for a membership today using code glossy to get 50% off your first three months of membership. The code also allows you to skip the Vivrel wait list. That's V I V R e l l e dot com. Use code GLOSSY for 50 off the first three months of membership. When the season's wrapping up, we've got a little while to go. When it comes to like an opportunity to renew this partnership or what makes it, looking back in your eyes, it was successful, it's worth doing again.

[C]

I don't know.

[A]

Tell me about how you're going to weigh the success and potential to go there again.

[C]

I can tell you that we are already very happy with this partnership. And we look at, of course, every single one of the individual activations that we do in terms of did that meet our expectations from a reach perspective, from a traffic perspective, from a consideration perspective. But then when you look at it in aggregate and how do we make Abercrombie synonymous with NFL fashion? And that's our ultimate goal. And we're really very much still at the beginning of the. Of what this could be. But we're, we're dreaming big together with the NFL.

[A]

Amazing. Outside of this partnership. And I think it's part of this partnership. It is. Talk about licensing and what that kind of partnership looks like. Is it just an investment? Is it a big. You tell me. I don't tell me how it works.

[C]

I mean, it is. It is a big. I mean, we. In that. That grew over time. We started with a select number of teams. We now have all 32 teams. We have a deeper, richer partnership with the Dallas Cowboys. But licensing is for sure an important part of this partnership. But it's only one part. And really, even when we think about NFL licensing, we always think about the full outfit. And how do we do something that is different than any other brand that's out there and how do we do it in a way that is reflective of. Of effortless American lifestyle brand that Abercrombie is. And really thinking about how it becomes a part of your everyday wardrobe versus something that you would only wear at the stadium.

[A]

Do you. Did you see that, like where the white space is in terms of the sports gear, it's mainly for women. It's mainly in affordability, wearable, all of those things. Is it? You tell me.

[C]

I mean, it's. I would say it's certainly for men and Women. That's how we approach it. And also when you speak to the NFL, their fan base is I think equally male and female. So there is opportunity for both genders when looking at that. And I think that the real white space, I think is our unique design handwriting of how do we do something that is more than just an NFL logo on a T shirt? How do we think about the intentionality of the design and how it fits into your personal style and how are you going to wear that and how is it something that is more than just a piece of fandom, it's also a piece of fashion that you covet. And when you put those two things together, it also is very high quality. We always think about how comfortable it is and we want it to be at a surprisingly accessible price, given the quality.

[A]

When it comes to this investment in the NFL and you look at your marketing pie for the year, where would you, how would you say it? Like, is it a large chunk? Are there any other large partnerships that are as significant or. I'm just trying to weigh where it fits in.

[C]

I would say this is, this is our biggest partnership. I would say though, it is one piece of our, of our marketing mix. We have so many other very important aspects of our go to market strategy, but the NFL is, is, is a big and proud part of, of our approach to really connect with our customers.

[A]

Totally. And why the NFL? When you look at your sports background in all the past and we talked tunnel fits. Because when I first think of tunnel fits, I usually think basketball, NBA. But although NFL is becoming more synonymous. But yeah. Why this sport in Jet in particular?

[C]

Well, again, I mean it started with the product. It really was. We had this incredible, these incredible product designs. It was received, it even exceeded our expectations in terms of how much outreach we were getting from the NFL athletes and their wives and girlfriends. And there was white space. I think when you think about it, yes, the NBA had been playing in fashion for a long time and the NFL hadn't. I don't think it was a focus of theirs. I also think there is a notion of helmet on sports and the desire for the athletes and for the league to also really celebrate their athletes off field. And fashion is a big opportunity to do that. And given where we sit in the space, the authentic credibility that we had already built with the NFL and with the athletes, we also were approached last year by the NFL to do a pop up shop with them at the super bowl in New Orleans last year. And of course we said yes. And right after that they Asked us to be the first ever fashion partner, and so it is authentic to who we are in the DNA of our brand. But the way that we built this partnership was really through credibility and trust and relationship over the years. So it's. I think it probably seemed surprising to some, but for us, it seemed quite natural.

[A]

That's so interesting. I know it's so beneficial to your brand, and it's interesting that the NFL is the one that's approaching you and coming to you and sees the potential here. I have to know what else was in this Kyle presentation. No.

[C]

Kyle is. Kyle is a lovely, amazing, inspiring individual, and I'm very excited to be working closely with him.

[A]

He's so cool. Super Bowl. Is a Super Bowl. Any other, like, commitments that maybe people wouldn't think of? Like, you're posting often, Maybe the. The apparel or. I don't even know.

[C]

Well, we. I mean, we look at this, and I. The NFL has done a tremendous job of having NFL be a part of your lives all year, even beyond the season. So that's how we've built our calendar. We started our partnership started officially right before the start of the season, and our marketing support started at that point, too, which will culminate this weekend at the Super Bowl. And then we are very quickly getting into what's next, which I need to invite myself back on this podcast so I can talk to you about that, but I'm not ready. I can't talk about it yet. I'm not allowed to yet.

[A]

We want the scoop. We want to be first to know.

[C]

Yes. Yes.

[A]

You have tibs. Yay. Amazing. Oh, my God. So do you get to go to the Super Bowl?

[C]

I. I do. Which, you know, my husband's like, poor thing. You have to work and go to the Super Bowl. I'm like, I know my job is hard.

[A]

You have to represent.

[C]

I have to represent. It's work, honey. It's work.

[A]

Is there gonna be one hot item that we're gonna see and we're gonna recognize and you're gonna. I don't know, like, what do you expect to take off?

[C]

There's not one hot item. There's many, many hot items. But I do love our exclusive super bowl merchandise. It's fun, it's good, and is the Pro Bowl.

[A]

I'm not the sports junkie that I need to be for this interview, but is that today?

[C]

It's. It's today.

[A]

It's today. So this is Tuesday, y', all, and they all have a personalized jacket, so we should be following our Socials.

[C]

They're. They're bomber jackets. They're so good. They're just custom made for the athletes. They're pretty. They're pretty special, I must say. So. Yes, please. We have. There will be behind the scenes coverage on social all this week. And our official partnership style concierge ad is running this week too, on NFL properties. So we're all in for super bowl this week.

[A]

So cool. I'm gonna let you go, but I have to ask style concierge, is there somebody that has this kind of title? Are they your associates? Are they at every store? Who is a style concierge?

[C]

We have an in house style stylist. Stylist. She has a team, but she. She's incredible. She's the one that is working personally with all of our athletes, and she is. We are over capacity. I would say. We can't meet. We cannot keep up with the demand. But it's been. It's been incredible. It's. It's nice to have something that is so well received that you're, you're, you're trying to. They're scrambling to keep up with it.

[A]

Yeah. Yeah. I love to hear this. This day and age with retail, the demand is bananas. Oh, my gosh. Well, Carrie, thank you for being here. This was so great and excited to have this episode out pre Super Bowl. Thank you so much.

[C]

Thank you. This was. This was super fun. Thank you.

[A]

That's all for this episode. Our theme music is by Otis McDonald. If you liked this episode, be sure to share it with someone else you think would. Thanks for listening to the Glossy podcast.