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What goes into an NFL partnership? With Abercrombie & Fitch CMO Carey Collins Krug

The Glossy Podcast · with Carey Collins Krug · February 6, 2026 · 32 min

Summary

This episode unveils the strategic thinking behind Abercrombie & Fitch's

Key takeaways

Themes

brand & contentinfluencer & creator

Topics covered

sports marketingbrand partnershipsco-brandingexperiential marketingbrand repositioningfashion and sports collaboration

Episode description

On the Glossy Podcast, senior fashion reporter Danny Parisi and editor-in-chief Jill Manoff break down some of the biggest fashion news of the week. This week, we're talking about the Super Bowl. With the biggest American sporting event of the year happening this weekend, Jill sat down with Carey Collins Krug, the CMO of Abercrombie & Fitch. Since August, Abercrombie has been the "official fashion partner of the NFL." But what does that mean exactly? Krug was part of the initial pitch meeting between Abercrombie and the NFL when the partnership was first struck and she's been involved as it has expanded to include fashion shows, more collections and in-stadium events.

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Frequently asked about this episode

What does this episode say about brand & content?
Understand the true value of
What does this episode say about influencer & creator?
Leverage major tentpole events like the Super Bowl to amplify partnership visibility and engagement.
What does this episode say about brand & content?
Develop co-branded collections that genuinely merge brand identities while appealing to both existing and new audiences.
What does this episode say about brand & content?
Integrate experiential marketing through in-stadium events and fashion shows to create memorable fan interactions.
What does this episode say about brand & content?
Focus on evolving brand perception through strategic partnerships that align with modernization goals.

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