US' Abercrombie & Fitch revs up partnership with McLaren Formula 1

01 Feb '24

3 min read

Pic: Abercrombie & Fitch/GlobeNewswire

Insights

Abercrombie & Fitch officially partners with McLaren Formula 1 team, extending their successful 2023 collaboration.
The partnership includes licensed apparel, social media collaborations, and events.
McLaren's 2024 F1 car is showcased at Abercrombie's Fifth Avenue store with new licensed tees.
The launch includes papaya-colored flags and a celebration.

Abercrombie & Fitch (“Abercrombie”), a division of Abercrombie & Fitch Co. (NYSE: ANF), is proud to announce the official launch of its partnership with renowned McLaren Formula 1 team. The partnership, which includes releases of licensed graphics apparel, content creation, social media collaborations and events serves as an organic evolution to the popular relationship between the two brands in 2023, when drops of Abercrombie’s McLaren licensed graphic tees and apparel went viral on TikTok.

To celebrate the official partnership, Abercrombie is featuring McLaren’s new Formula 1 car, complete with the racing team’s official 2024 livery design, inside the retailer’s Fifth Avenue store. Complete with a drop of six new licensed tees, hoodies and sweatshirts, the public is invited to visit the store, which is located at 668 Fifth Avenue, to view the car through Sunday, February 4.

Abercrombie hailed the launch of the partnership and the arrival of the car with acclaim, donning Fifth Avenue’s lamp posts in papaya-colored flags featuring the car’s silhouette and hosting a launch party to celebrate the partnership’s first lap.

“It’s an honor to partner with such an iconic team within the F1 world,” said Carey Collins Krug, Chief Marketing Officer of Abercrombie & Fitch Co. “Over the last year, our relationship with McLaren has grown from TikTok virality to a very real friendship, weaving the relaxed and effortlessly elevated world of Abercrombie with the invigorating and fast-paced world of McLaren Racing. We’re ecstatic to announce this partnership and can’t wait for everyone to see all that’s to come.”

Echoing the same sentiments, Louise McEwen, McLaren Racing’s Executive Director of Brand & Marketing said, “We are delighted to partner with Abercrombie & Fitch. Our fans are incredibly important to us and we are always looking for new ways to make them feel part of the team, and this collaboration does just that. We can’t wait for everyone to see what’s to come.”

In addition to the partnership’s launch festivities, Abercrombie is announcing a digital sweepstakes on its TikTok, which capitalizes on the brands’ shared passions of outfitting and delivering the ultimate weekend. The digital sweepstakes gives fans the chance to win a trip to Miami with a guest to enjoy a race weekend, a McLaren replica helmet signed by Lando Norris, credit for hotel and airfare, as well as $500 US dollars worth of Abercrombie product from the Abercrombie x McLaren collection.