Abercrombie & Fitch Launches 2020 Face Your Fierce Campaign Featuring Inclusive & Inspiring Cast
Megan Rapinoe, Kyle Kuzma and 22 others show what it means to“Face Your Fierce”
NEW ALBANY, Ohio, Feb. 06, 2020 (GLOBE NEWSWIRE) -- Abercrombie & Fitch, a division of Abercrombie & Fitch Co. (NYSE: ANF), is proud to launch a groundbreaking campaign building off of 2019’s successful relaunch of its iconic fragrance, Fierce. The 2020 #FaceYourFierce campaign includes a cast of 24 members, known as the “Fierce Family”, who not only personify the brand’s portfolio of six different Fierce fragrances, but also embody what it truly means to “Face Your Fierce.”
A&F’s 2020 Fierce Family cast includes professional athletes Megan Rapinoe and Kyle Kuzma, activists, dancers, authors, community trailblazers, actors, performers, models, entrepreneurs, comedians and more—all of who have made their mark on the world by living as their most authentic, brave and Fierce selves. Throughout the year-long campaign, cast members will share their experiences of body positivity, self-empowerment, determination, LGBTQ+ equality, gender equality, overcoming obstacles, and more, all to inspire customers to explore the unexpected and emotional aspects of inner strength.
In 2019, A&F relaunched Fierce to a new generation, focusing on exploring the notion of what it means to be “Fierce” through a sensitive, diverse and inclusive lens. While Fierce has consistently been ranked one of the top-selling fragrances in the country, the campaign contributed to the fragrance’s best comparable sales in over five years.
“Last year’s Fierce relaunch saw great success, and we are thrilled to share the 2020 edition of the campaign through this dynamic cast,” said Kristin Scott, President, Global Brands at Abercrombie & Fitch Co. “Our goal is to inspire our customers to feel confident, be comfortable and face their Fierce. Face Your Fierce speaks to our values of authenticity, self-love, perseverance, and ultimately, the countless expressions of Fierceness our customers embody.”
The latest editions of the six fragrances highlighted in the campaign, including the iconic Fierce Cologne, Fierce Confidence, Fierce Reserve, Fierce Blue, Fierce Perfume and Naturally Fierce, are now available in stores globally and online. Throughout 2020, the Fierce Family cast and the fragrances will be appear in a robust set of digital campaigns and advertisements, in-person events and will include the release of a limited-edition bottle to be announced later this year.
The new faces of Fierce are: World champion soccer player and activist, ; professional basketball athlete, ; athlete, activist and five-time world champion medalist, ; professional athlete and advocate, ; transgender model, actor, dancer and advocate, ; American football athlete and advocate, ; athlete, writer and poet, ; model and actor, ; actor, singer/songwriter and model, ; fisherman and outdoor ambassador, ; trailblazers of industry and community, ; model, host and author, ; Houston Ballet soloist, ; comedian and host, ; model, ; professional athlete and advocate, ; influencer and self-love advocate, ; professional big wave surfer, ; dancer and director, ; artist and performer, ; actor, producer and We the Women Collective founder, ; and journalist and digital entrepreneur, .
For more information on the “Fierce Family” and A&F’s Fierce fragrance line, visit .
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A&F cautions that any forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995) contained herein or made by management or spokespeople of A&F involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the Company’s control. Words such as “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” and similar expressions may identify forward-looking statements. Except as may be required by applicable law, we assume no obligation to publicly update or revise our forward-looking statements. The factors disclosed in “ITEM 1A. RISK FACTORS” of A&F’s Annual Report on Form 10-K for the fiscal year ended February 2, 2019, and in A&F's subsequently filed quarterly reports on Form 10-Q, in some cases have affected, and in the future could affect, the company’s financial performance and could cause actual results for fiscal 2019 and beyond to differ materially from those expressed or implied in any of the forward-looking statements included in this press release or otherwise made by management.
About Abercrombie & Fitch
Abercrombie & Fitch believes that every day should feel as exceptional as the start of the long weekend. Since 1892, the brand has been a specialty retailer of quality apparel, outerwear and fragrance – designed to inspire our global customers to feel confident, be comfortable and face their Fierce.
Abercrombie & Fitch is the namesake brand of Abercrombie & Fitch Co. (NYSE: ANF), and as of Q3 2019, is sold through more than 250 stores worldwide and at .
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Abercrombie & Fitch
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Abercrombie & Fitch Co.
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Abercrombie & Fitch Co.
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