Abercrombie and Fitch Expanded Dallas Cowboys Partnership

The apparel brand has returned for a second year as the official fashion partner for the NFL team and its cheerleaders.

Updated on Sept. 22, 2026 in Football

Expressive sports illustration of a Dallas Cowboys athlete in team uniform walking through a stadium tunnel with dynamic, painterly brushstrokes. — Abercrombie & Fitch has expanded its partnership with the Dallas Cowboys, adding formal athlete styling services and AT&T Stadium activations for the season. AI Illustration. Upload story photo >

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Abercrombie & Fitch has announced an expanded partnership with the Dallas Cowboys, marking its second year as the official fashion partner. The collaboration now includes formal athlete styling services alongside activations at AT&T Stadium.

Why it matters

The deal expansion follows the success of the 2025 season and deepens the brand's presence within the NFL ecosystem. It leverages high-profile athlete endorsements to integrate fashion retail directly into the fan experience.

Abercrombie & Fitch is entering its 2nd year as the official fashion partner for the Dallas Cowboys and their cheerleading squad. The company also maintains a broader status as an official partner of the NFL league.

The players

Abercrombie & Fitch

An American lifestyle retailer headquartered in New Albany, Ohio, that has shifted its brand strategy toward professional sports partnerships.

Dallas Cowboys

A professional American football team that competes in the NFL and plays its home games at AT&T Stadium in Arlington.

CeeDee Lamb

A wide receiver for the Dallas Cowboys who is participating in the expanded athlete collaboration with the apparel brand.

Caleb Downs

A professional athlete currently featured as part of the fashion brand's roster of Dallas Cowboys collaborations.

Malachi Lawrence

A member of the Dallas Cowboys roster who is included in the new style concierge and partnership initiative.

The details

The partnership includes new athlete collaborations with CeeDee Lamb, Caleb Downs, and Malachi Lawrence, who will receive personalized style concierge services. Fans can expect an Abercrombie-branded player tunnel walk and exclusive activations at AT&T Stadium in Arlington.

2025: The brand served its first season as a partnership lead.
September 22, 2026: The expanded partnership was formally announced.

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Season Trajectory

This partnership reflects the NFL's strategy of diversifying official category sponsorships to bridge the gap between team performance and consumer lifestyle brands. It highlights a growing shift where athletes act as fashion ambassadors to increase brand engagement throughout the season.

Fans attending games at AT&T Stadium will gain access to branded experiences, including the new pregame player tunnel walk. Members of the A&F Creator Suite can also anticipate exclusive opportunities such as ticket giveaways throughout the season.

The takeaway

The evolution of this partnership illustrates how professional teams are increasingly operating as lifestyle brands to cultivate deeper connections with younger demographics. Fans should look for increased integration of retail experiences into the standard game-day routine at stadiums nationwide.