In the age of cultural marketing, few platforms deliver reach and emotion like the National Football League. For apparel brands, the opportunity isn’t just about logo placement – it’s about tapping into identity, ritual, and community.
Recent QuestBrand data shows how American Eagle (AE) and Abercrombie & Fitch (A&F) are converting fandom into brand growth through well-timed partnerships with the NFL and its players.
Why sports partnerships are working harder for fashion
Today’s consumers don’t just buy products – they buy belonging. And sports fandom is one of the most powerful belonging cues around.
When AE and A&F deepened their relationships with the NFL, both brands unlocked a new kind of cultural relevance – one rooted in loyalty and shared experience.
- American Eagle introduced limited-edition NFL collections and teamed up with fan-favorite players like Travis Kelce, aligning the brand with the pop-culture conversation surrounding football season.
- Abercrombie & Fitch went further, becoming the Official Fashion Partner of the NFL in 2025 and featuring stars such as CeeDee Lamb, Christian McCaffrey, and Amon-Ra St. Brown across campaigns.
These collaborations weren’t just about merchandise. They were about momentum – the emotional kind that drives repeat purchase and advocacy.
Fandom fuels familiarity
QuestBrand data reveals that AE and A&F users are x1.5-2 more likely to be NFL fans than the average apparel shopper. That overlap matters.
When brand and audience passion align, consumers perceive the brand as part of their world rather than an outsider trying to join the game.
This alignment has helped both labels increase positive perception across key attributes such as trustworthiness, style, and dependability, especially among younger fans who see fashion as an extension of identity.
How timing drives brand lift throughout the season
Football’s built-in drama offers a natural rhythm for brand storytelling – and AE has mastered it.
QuestBrand tracking shows double-digit equity lifts for American Eagle around each major NFL moment:
- Preseason kick-off
- Start of the playoffs
- Travis Kelce partnership launch
Each surge compounds the next, showing how recurring seasonal alignment keeps the brand top of mind from August through February.
Meanwhile, Abercrombie’s official-partner status delivered an immediate 15-20% momentum increase among NFL fans – proving that credibility with the league translates directly to consumer confidence.
Brand equity rankings: AE and A&F lead the fashion pack
Among NFL fans, both brands now top the QuestBrand equity charts:
Equity Rank
Both AE and A&F outperform fast-fashion giants on quality and momentum, indicating that strategic cultural partnerships can elevate perception even without scale advantages.
Why trust and style matter more than ever
Among NFL fans, AE and A&F are viewed as 20-30% more trustworthy and stylish than the average apparel brand.
That trust comes from association. Fans see these brands not just advertising around the sport, but participating in it – collaborating with players, creating
limited runs, and showing up authentically on social media.
It’s a reminder that authenticity in partnerships isn’t about the size of the sponsorship – it’s about cultural fit and consistency over time.
Takeaways for brand leaders
- Lead with shared passion. Find cultural intersections – like sports – where your audience already invests emotion.
- Time your campaigns to natural peaks. Seasonality drives attention; align launches with moments of fan energy.
- Make authenticity measurable. Track lifts in momentum and trust to prove the business case for culture-led marketing.
The bigger picture
Across QuestBrand’s 1H 2025 dataset, the average brand momentum across industries sits around +26.
Brands aligned with major sports properties trend closer to +40 to +45 – evidence that cultural resonance fuels not just awareness but velocity.
For American Eagle and Abercrombie & Fitch, the message is clear. When you meet fans where their hearts already are, you don’t just grow your audience – you grow your equity. Find out how with QuestBrand
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