Fran Horowitz, Abercrombie & Fitch CEO, joins 'Money Movers' to discuss the company's NFL partnership, the state of the consumer and the impact of tariffs.

Abercrombie & Fitch has entered into a multi-year partnership with the NFL, becoming the league's first official fashion partner. The collaboration includes limited edition apparel designed with NFL players such as Christian McCaffrey, Amonra St. Brown, and CeeDee Lamb. The partnership expands beyond traditional licensing, now covering all 32 teams and offering products for men, women, kids, and even pets. 

CEO Fran Horowitz highlighted the importance of aligning with consumer interests in sports and culture, aiming to increase brand awareness and reach both male and female fans. Addressing concerns about consumer spending and the impact of tariffs, Horowitz stated that the company remains focused on adapting its offerings and maintaining resilience in the face of economic challenges.

Abercrombie & Fitch CEO on NFL partnership and impact of tariffs

You know I'm a Bengals fan. Yes. Sticking with the NFL, Abercrombie & Fitch just announcing a new multi-year fashion partnership with the NFL. It's part of the deal. Abercrombie will also team up with select players like 49ers Christian McCaffrey, the Lions, Amonra St. Brown, and the Cowboys' CeeDee Lamb to design limited edition apparel. For more on the partnership and the company's recently released Q2 results, let's bring in Abercrombie & Fitch CEO, Fran Horowitz. Welcome back, Fran. It's good to have you. Hey, Sarah. Thanks for having me. So what's this going to be like, F1, when it comes to the partnership and the clothing? So the first official fashion partner of the NFL, a first for us and a first for them. An exciting, exciting day. It's a bit more extensive than that, quite frankly. This partnership did start very authentically several years ago, similar to F1, where it was about licensing. We started off with five teams, testing and learning our way. Had great success. Today, we represent 32 teams. We started in men's. We've added women's. We've added kids. In fact, we've even added pets to that assortment. So what this enables us to do is go beyond just licensing product. It enables us to be at events throughout the season. We've also launched a style concierge program with many of the players that you mentioned at the kickoff today. So there's a lot of exciting things associated with it. And what are you hoping to do here, from a top-line perspective and customer acquisition? Exactly. So what brought us together is the fact that our consumer told us that the NFL is a very important part of their life. And as you know, we stay very close to the customer. With those facts, we said, okay, let's understand, make sure we are there where sports and culture and fashion are all coming together. So yes, brand awareness is key. Half the fandom for the NFL is actually female, so there's an opportunity for both male and female consumers to really participate in this partnership. Do you think you're going to be competing with fanatics, or is this a totally different kind of crowd? I mean, I think that the opportunity is there for both. It's a very big marketplace. There's tens of millions of customers who tune in every weekend. And ours goes, honestly, beyond just the apparel for the NFL specifically. It's helping them dress for pre-game, for after-game, for their game day, help them represent themselves in their favorite teams, as well as beyond. Fran, I wonder more on consumer fundamentals, whether or not we're putting any merit into this, say, this PWC survey, showing that we're not looking for a robust holiday season. Well, you know what, I saw that survey as well. Our opportunity, Abercrombie and Hollister, is to make sure that we align our product, our voice, and our experience for that consumer, whether the economy is strong or not strong. The customer has a choice on where they're going to shop, and it's our job to make sure that we give them a great opportunity to do that with our brands. Is the appeals court decision on tariffs, you know, manifesting itself in more uncertainty in the boardroom, or at least in your logistics office? You know, I think tariffs at this point, we've managed to do a lot of challenge in the past several years. This is just another one. We've got a very strong, resilient playbook, which we've put to use already, and we will continue to put to use. I tell the team all the time, control what you can control, which is exactly what they come to work every day to do.

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