Abercrombie Gets Its Own Closet Inside the Dallas Cowboys Cheerleaders' Locker Room
Year two of the partnership adds a monthly-refreshed DCC wardrobe, AT&T Stadium retail, and three players doing game-day styling.
Abercrombie & Fitch is not just re-upping its deal with the Dallas Cowboys, it is moving into the building. The retailer announced on September 22 that it is entering year two as the team's official fashion partner, and this time it gets a dedicated, monthly-refreshed Abercrombie closet inside the Dallas Cowboys Cheerleaders' locker room at The Star in Frisco.
The rest of the deal reads like a company trying to be everywhere a Cowboys fan already is: product at NFLShop.com and inside AT&T Stadium through a Fanatics partnership, a branded pregame player tunnel walk, and game-day styling duty for CeeDee Lamb, Caleb Downs, and Malachi Lawrence. "Together, we're bringing Abercrombie's effortless, elevated style to one of the most passionate fandoms in sports," said brand president Corey Robinson.
The bet is straightforward: fandom is one of the last places brand loyalty still runs hotter than price comparison, and a closet you refresh monthly is a much stickier flex than a one-off jersey collab. Abercrombie & Fitch is explicitly building this as a year-round platform rather than a football-season cameo, which is the difference between a sponsorship and a relationship.
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Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
