Abercrombie and Fitch Fierce is Redefined with New Campaign that Promotes Inclusivity


Abercrombie and Fitch recently launched a new global campaign to promote the re-launch of the Abercrombie and Fitch Fierce male fragrance.  The Abercrombie and Fitch Fierce re-launch campaign is titled “Face Your Fierce”. The fragrance was initially launched in 2002. This new campaign aims to promote inclusivity and talks about overcoming adversity. In the “Face Your Fierce” campaign, we see a group of diverse young men and women sharing their stories about how they face their fears and adversity. This is a complete shift from the brand’s usual campaigns which have previously been accused of being too sexualized.

 About the Abercrombie and Fitch Fierce Campaign

The clothing brand plans to launch the Face Your Fierce campaign in different stores globally and online this weekend. It will be a yearlong campaign, the campaign will star a diverse ensemble of people from different geographic places and careers. Some of the people who will be featured in the campaign include Manchester United’s Romelu Lukaku, NBA player Jayson Tatum, LGBTQ+ activist actor Keiynan Londsdale, male pro cheerleader Napoleon Jinnies, actress Brianna Hildebrand and surfer Julia Muniz. The campaign will be a wide spread campaign, with the clothing brand promoting it on out-of-home, social, influencer, connected TV, digital fashion media and in-store platforms.

The Abercrombie and Fitch Fierce campaign will see the fragrance bottle being changed. The new bottle will feature the un-retouched torso of the Judo fighter Julian Schneider. They also plan to release 3 limited edition bottles which will feature portraits of Romelu Lukaku, Jayson Tatum and Ryan Garcia. The clothing brand also plans to encourage fans to share their “Face Their Fierce” campaigns on social.

Video of Abercrombie and Fitch Fierce Campaign

Abercrombie and Fitch Speak on the New Campaign

Carey Krug the Senior VP of marketing spoke about the campaign, stating it is not U-turn for the company. She called it a creative showcase for the already evolved brand. She spoke about how the consumer and brand relationship has evolved since the early 2000s. Krug stated that now brands have to be aspirational to today’s consumers. She spoke about how creative works have to be more like a conversation with their consumers and their work has to be a reflection of what society looks like today.

Krug talked about how the brand has been evolving for the past four years and how this Abercrombie and Fitch Fierce campaign feels like the pinnacle of their evolution. She touched on how the campaign is only the first chapter in their new story. She then promised that the message of the campaign will trickle down to their customer-facing units.


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