How American football is finding new fans through high-fashion flair

Abercrombie & Fitch was last year named the NFL's first official fashion partner, and athletes have countless personal tie-ins with other brands too. Photo: Abercrombie & Fitch

It has become a staple of every NFL game's pre-show coverage – footage of players strutting their way to stadium locker rooms wearing the latest daring sartorial choices.

And a VIP fashion show Saturday (Feb 7) 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.