The rough-and-tumble world of the NFL is embracing the fashion industry — and some Dallas Cowboys are helping make that happen.

The National Football League (NFL) and Abercrombie & Fitch (ANF) have inked a multi-year partnership naming Abercrombie & Fitch as an Official NFL Fashion Partner, said to be the first for a league sponsor.

Abercrombie claims its NFL campaign is its largest sports marketing investment ever. It will run throughout the United States on linear, CTV, HBO Max, Meta, TikTok, and NFL-owned media. Additionally, each style-concierge player has partnered with Abercrombie on limited-edition co-designed apparel that will be available this NFL season.