Abercrombie & Fitch is deepening its ties to the Dallas Cowboys organization with a new round of merchandise, styling services and fan experiences announced on September 22. The retailer will now operate a branded closet inside the Dallas Cowboys Cheerleaders’ locker room at The Star in Frisco, giving cheerleaders direct access to curated apparel throughout the football season.
Year‑long fashion collaboration
The partnership, now in its second year, moves beyond the traditional game‑day apparel model. In addition to refreshed Cowboys‑branded clothing, Abercrombie will broaden retail distribution through its own stores, the brand’s website, NFLShop.com and AT&T Stadium’s retail locations via a recent agreement with Fanatics. The collection includes items for adults, children, toddlers and babies, ranging from T‑shirts and hoodies to dresses and hats.
Personalized styling for athletes
Wide receiver CeeDee Lamb, along with rookie Caleb Downs and veteran Malachi Lawrence, will receive “Style Concierge” services. Abercrombie will work with the players to create game‑day arrival looks and provide personalized wardrobe recommendations throughout the season.
Fan‑focused activations
The retailer’s involvement also features a branded pre‑game player tunnel walk, creator events, ticket giveaways and other fan activations at AT&T Stadium. These efforts aim to turn traditional sports merchandise into everyday fashion, giving fans more ways to express their connection to the team beyond the stadium.
Statements from partners
Corey Robinson, Brand President for Abercrombie & Fitch, said, “We’re proud to deepen our relationship with the Dallas Cowboys and the Dallas Cowboys Cheerleaders as we enter this next chapter of our partnership.” He added that the collaboration is designed to provide fans with additional avenues for style and self‑expression.
Dallas Cowboys Chief Brand Officer and Co‑Owner Charlotte Jones echoed the sentiment, noting that the partnership allows the organization to connect with supporters through “style, self‑expression and unique experiences that extend far beyond the field.”
Local impact
The new closet inside the cheerleaders’ locker room underscores the growing overlap between professional sports and fashion in North Texas. By situating the retail space directly where the cheerleaders prepare for performances, Abercrombie offers a convenient, on‑site shopping option that highlights the brand’s commitment to the local community and its iconic teams.
Fans can also purchase the Cowboys collection at Abercrombie stores, the brand’s online shop, and at the stadium, ensuring broader access to the apparel throughout the year.
Looking ahead
With monthly refreshes planned for the cheerleader closet and continued expansion of the product line, Abercrombie & Fitch aims to keep the Cowboys brand fresh in the eyes of supporters. The partnership reflects a broader strategy to position sports‑related merchandise as a staple of everyday wardrobes, not just game‑day attire.
Original reporting: The Dallas Express — read the source article.
