Abercrombie CEO says NFL deal offers fans sophisticated merch that isn't just "pink and sparkly"

Fortune

Abercrombie CEO Fran Horowitz told Fortune MPW that the upside of the brand's NFL deal is the exposure to millions of football fans, half of whom are women.

Transcript

00:00The partnership we just formed with the NFL, that is an incredibly iconic global brand that

00:06came to us. The demographics of their fandom and who we are are very adjacent. I think that even

00:14though 50% of their fandom is female, perhaps they're not recognized or celebrated as much

00:20as they can be. And they haven't been served by merch. Exactly. And in two ways, actually.

00:26One, that's not, as the team likes to say, it's not pink and sparkly and that women like to wear

00:32something that's much more sophisticated when they want to cheer for their teams. And we've also

00:37worked out an opportunity with them, which is not just about the actual NFL logo, right? But it's

00:43about game day and perhaps how that whole head to toe outfitting works for both men and for women,

00:49how you're going to celebrate your team. And that styling piece of it is going to be very fun as

00:54we continue to evolve.

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