Amplify + Abercrombie & Fitch 2024

Audience perceptions are shifting and the brand is seeing growth as it successfully rebranded. A&F has revamped product assortment, focusing on quality apparel and accessories that appeal to a broader customer base.

Our goal was to generate awareness and authentically integrate A&F with relevant brand partners to elevate credibility and bring new product experiences to life.

A series of events that looked to leverage and unlock their partnerships across influencers, creators and media.

In January, Amplify was tasked with crafting a launch event to introduce the McLaren F1 partnership, igniting press headlines and social buzz while captivating influencers, VIP stakeholders, and the media.

Building on this success, we transformed Abercrombie’s flagship store on the Las Vegas Strip into a celebration space featuring an exclusive Las Vegas McLaren merch line for the 2024 November Grand Prix. The event showcased McLaren’s bold brand language, setting the stage for an unforgettable fan event, inclusive of a meet and greet with superstar drivers, Oscar Piastri and Bianca Bustamante.

In the summer of 2024, the challenge to Amplify was to introduce Abercrombie to the music festival space with Palm Tree Festival, shifting from an influencer-only approach to “all are welcome” as A&F strategically placed a takeover alongside the festival’s GA entrance, bringing brand awareness to every single festival goer and featured a VIP experience with free customizable swag and green room styled cooling zones.

The Wedding Shop, a new product line, was introduced with the help of Pinterest, BEIS and Rare Beauty. The brands teamed up to orchestrate an immersive creator experience supported by pre- and post-event social extensions.

The event brought to life an immersive journey reflecting every step of the wedding process, tapping into modern wedding trends which encompass a series of events beyond the big day itself.