# Abercrombie expands Cowboys and cheerleaders fashion deal

> The retailer deepens its partnership with a dedicated closet for cheerleaders and styling services for star players.
- Title: Abercrombie expands Cowboys and cheerleaders fashion deal
- Summary: The retailer deepens its partnership with a dedicated closet for cheerleaders and styling services for star players. Abercrombie is using sports partnerships…
- Keywords: abercrombie & fitch, dallas cowboys, dallas cowboys cheerleaders, fashion partnership, merchandise, the star, ceedee lamb, sports fashion, at&t stadium, fanatics, news, politics
- Source: Dallas Express — https://dallasexpress.com/sports/abercrombie-adds-dallas-cowboys-cheerleaders-closet-at-the-star
- Author: Dallas Express
- Published: 2026-09-22T16:21:05+00:00
- Read time: 1 min
- Topics: abercrombie & fitch, dallas cowboys, dallas cowboys cheerleaders, fashion partnership, merchandise, the star, ceedee lamb, sports fashion, at&t stadium, fanatics, news, politics
## Abercrombie deepens Cowboys partnership
The fashion retailer announced a second year as official partner for the Dallas Cowboys and Dallas Cowboys Cheerleaders, expanding beyond football season with year-round merchandise and events.
## DCC gets dedicated Abercrombie closet
Cheerleaders will have access to a branded closet inside their locker room at The Star in Frisco, with inventory refreshed monthly and curated for off-field wardrobes.
## Star players get style concierge service
CeeDee Lamb, Caleb Downs and Malachi Lawrence will receive personalized styling and curated game-day arrival looks from Abercrombie throughout the season.
## Fan activations expand at stadium
The partnership includes an Abercrombie-branded pregame player tunnel walk, creator events, ticket giveaways and fan experiences at AT&T Stadium in Arlington.
## Cowboys collection gets wider distribution
Merchandise will be available through Abercrombie stores, its website, NFLShop.com and AT&T Stadium, with items for adults, children, toddlers and babies.
## Sports fashion becomes everyday wear
Abercrombie aims to position Cowboys merchandise as everyday fashion rather than clothing worn only on game days, extending the brand's reach beyond football.
## Partnership extends brand beyond football
Cowboys leadership says the collaboration lets fans express their connection to the team through style and self-expression beyond the field, capitalizing on the team's cultural reach.

> style, self-expression and unique experiences that extend far beyond the field
## Key takeaway

Abercrombie is using sports partnerships to position team merchandise as everyday fashion, not just game-day wear.