Abercrombie & Fitch expands Dallas Cowboys partnership, includes cheerleaders

Abercrombie & Fitch has expanded its partnership with the Dallas Cowboys for a second season, adding the Dallas Cowboys Cheerleaders to the deal and extending the activity beyond the football calendar. The brand returns as official fashion partner to both the team and the cheerleading squad, in its second year as the NFL's official fashion partner.

The Abercrombie x Cowboys collection, which covers adults, kids, toddler and baby, remains available through Abercrombie's own stores and site but now will also sell through NFLShop.com and at AT&T Stadium, via the Fanatics partnership the brand announced in August. Fanatics is the NFL's e-commerce partner, and the same deal put the wider 2026 NFL by Abercrombie collection into NFL stadium stores, official team sites and Fanatics.com for the first time.

In-season activity includes an Abercrombie-branded pregame tunnel walk for players, fan activations at AT&T Stadium, and creator moments and ticket giveaways for members of the A&F Creator Suite. The brand will also work with Cowboys players CeeDee Lamb, Caleb Downs and Malachi Lawrence, providing personal styling and game-day arrival looks — the arrival walk having become a distribution channel in its own right across American sport.

"Abercrombie has been a strong partner in helping us connect with fans through style, self-expression and unique experiences that extend far beyond the field," said Charlotte Jones, chief brand officer and co-owner of the Dallas Cowboys.