Abercrombie & Fitch names Amplify LA 2024 event partner


Global creative agency, Amplify, has been appointed by retailer Abercrombie & Fitch to bring its 2024 events program to life.

For the relationship’s ‘first lap’, Amplify produced a launch event to celebrate Abercrombie’s newly minted partnership with iconic F1 racing team, Mclaren Racing.

Abercrombie & Fitch and McLaren

As part of the launch event, which was held in Abercrombie’s Fifth Avenue retail store in NYC, Mclaren’s 2024 race car took centre stage against a backdrop of recently released McLaren-forward Abercrombie merchandise.

Amplify’s brief was to create, design and produce an event that experientially highlighted both brands, helping to make waves amongst influencers, journalists, F1 fans and the NYC influentials in attendance.

As put by the Abercrombie team: “We are impressed by Amplify’s understanding of the Abercrombie brand and the attention they’ve given to familiarising themselves with who we are.”

Mark McDermott, an Amplify US partner, said: “What a brilliant start to the year – striking up a long-term partnership with one of the world’s great fashion retailers and delivering stand-out brand experiences for them.

“We are thrilled to produce events celebrating their collaboration with McLaren Racing and beyond.

“This is particularly welcome for our growing Los Angeles office and shows that we are firing on all cylinders.”

Throughout the course of the year, Amplify will continue to produce immersive events for Abercrombie with the aim of engaging audiences whilst continuing to accelerate the brand’s notable affinity.