NFL Embraces Fashion As League Seeks New Audiences [Barron's]
Abercrombie & Fitch Company (ANF)
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Source: Barrons
And a VIP fashion show Saturday ahead of the New England Patriots' Super Bowl clash with the Seattle Seahawks was the latest bet by the league that indulging its players' penchant for high-end designers is also good for the NFL's bottom line. Advertisement - Scroll to Continue A sport for decades associated with no-nonsense jocks has in recent years encouraged its stars' newfound obsession with attire as a way to capture new fans beyond the sport's traditional base. Female and global supporters are particularly coveted by a league that has essentially saturated its core, male-heavy demographic, with some 125 million Americans already tuning into last year's Super Bowl. "People who love fashion are paying attention to it. Brands are getting involved. So I think it's opened another element to the game," Detroit Lions star wide receiver Amon-Ra St Brown told AFP at the event. NFL marketing bosses have been pursuing a broader "helmets off" strategy, including behind-the-scenes docume
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