Abercrombie & Fitch is expanding its partnership with the Dallas Cowboys and Dallas Cowboys Cheerleaders, announcing Tuesday a new round of merchandise, player styling, fan activations and a dedicated Abercrombie closet inside the DCC locker room at The Star.
The retailer said September 22 that it is returning for a second year as the official fashion partner of both the Cowboys and the Dallas Cowboys Cheerleaders, with the collaboration now extending beyond football season through year-round merchandise and events.
The partnership will include refreshed Cowboys apparel, broader retail distribution, fan experiences at AT&T Stadium in Arlington and personalized styling for selected athletes.
Dallas Cowboys Cheerleaders Get Their Own Abercrombie Closet
One of the most eye-catching additions is an Abercrombie-branded closet inside the Dallas Cowboys Cheerleaders’ locker room at The Star in Frisco.
According to Tuesday’s announcement, DCC members will be able to shop directly from the closet throughout the season.
Abercrombie said the assortment will be refreshed monthly and curated specifically for the cheerleaders’ off-field wardrobes.
The addition comes as the Dallas Cowboys Cheerleaders continue to command attention beyond football.
The Dallas Express previously reported on the launch of Netflix’s “America’s Sweethearts: Dallas Cowboys Cheerleaders,” which gave viewers an inside look at the squad’s auditions, training and day-to-day demands.
DX also reported in 2025 on the increased attention surrounding DCC compensation following the show’s popularity.
CeeDee Lamb Among Athletes Getting Style Concierge
Cowboys wide receiver CeeDee Lamb is also part of the expanded fashion effort.
Abercrombie said it will work with Lamb, Caleb Downs and Malachi Lawrence during the season, providing what the retailer calls personalized “Style Concierge” services and curated game-day arrival looks.
The partnership also includes an Abercrombie-branded pregame player tunnel walk, creator events, ticket giveaways and fan activations at AT&T Stadium.
Those efforts reflect the growing overlap between professional sports and fashion, where player arrivals and off-field clothing have increasingly become part of the entertainment surrounding game day.
Cowboys Merchandise Gets Wider Distribution
Fans will also have more places to buy the Cowboys collection.
Abercrombie said merchandise will continue to be available through its own stores and website while gaining broader distribution through NFLShop.com and at AT&T Stadium as part of the retailer’s recently announced partnership with Fanatics.
The collection includes merchandise for adults, children, toddlers and babies.
Abercrombie’s current Dallas Cowboys collection includes T-shirts, hoodies, sweaters, hats, dresses and other apparel built around Cowboys branding.
The expanded distribution is part of a broader effort by Abercrombie to position traditional sports merchandise as everyday fashion rather than clothing worn only on game days.
Cowboys Brand Extends Beyond Football
“We’re proud to deepen our relationship with the Dallas Cowboys and the Dallas Cowboys Cheerleaders as we enter this next chapter of our partnership,” Abercrombie & Fitch Brand President Corey Robinson said in the September 22 announcement.
Robinson said the partnership is intended to give fans more ways to express their connection to the team beyond game day.
Dallas Cowboys Chief Brand Officer and Co-Owner Charlotte Jones said the collaboration has allowed the organization to connect with fans through “style, self-expression and unique experiences that extend far beyond the field.”
The Dallas Express has also continued expanding its Cowboys coverage through the Dallas Express Sports Network. DX announced in May that former Dallas Cowboys Cheerleader and Emmy Award-winning sports reporter Bonnie-Jill Laflin had joined the network to continue covering the Cowboys and host its “Game Changers” series.
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