The brand’s latest NFL partnership extension celebrates the women who are shaping conversations beyond the field
As an Official Fashion Partner of the National Football League (NFL), Abercrombie & Fitch (A&F) is strengthening its commitment to sports; this time, the brand is focusing on the intersection of fashion and football with its newest female-led campaign, “In Her Own League.” The campaign will celebrate the women who are shaping a new wave of fashion in football and expand upon what it means to be a woman in the sports universe. “In Her Own League” is the start of a full-season effort by Abercrombie to recognize women who have been changing the game – not from the sidelines but from the spotlight.
While the women featured are all wives or girlfriends of NFL players, each is recognized for their own achievements across a range of industries, including digital creators with millions of followers, entrepreneurs, decorated athletes, health care providers and advocates for women in sports. Their diverse achievements reflect the campaign’s focus on candid conversations, self-defined presence and new interpretations of what it means to show up.
“These women are much more than an acronym, they are shaping culture both on and off the field,” Chief Marketing Officer of Abercrombie & Fitch Co. Carey Collins Krug said. “Our campaign is about celebrating the influence they have in shaping conversations at the intersection of fashion, sport and culture – and outfitting them for every part of that journey.”
The campaign features:
- Olivia Culpo – Entrepreneur and creative director with established influence in fashion and beauty who is recognized for building successful business ventures and media projects.
- Chloe Kim – Two-time Olympic gold medalist snowboarder and co-founder of Togethxr, a media brand dedicated to elevating and amplifying women in sports.
- Brooklyn Adams – Registered nurse and lifestyle content creator who has built an engaged community by connecting directly with fans and consumers across digital platforms.
- Haley Cavinder – Former collegiate basketball player who transitioned into media, building a career as a digital personality and businesswoman.
- Ronika Stone Love – Professional volleyball player and current sports commentator who actively advocates for representation and opportunities for women in athletics.
- Allison Kucharczyk (Kuch) – Digital creator and podcast host with a dedicated following, known for personal storytelling and lifestyle content.
The campaign and partnerships will continue to grow throughout the season, introducing more women whose stories expand the conversation around personal expression, identity, and the sports landscape, including professional soccer player and designer Sophia Smith-Wilson, and ESPN’s sports and lifestyle content creator Katie Feeney.
All six women will appear in Abercrombie & Fitch’s latest collection of fall fashion, styled to reflect their individual style. The brand will collaborate with them throughout the season on gamedays, appearances, social activations and special events.
