Fierce is Passion with Lukaku and Abercrombie & Fitch

Manchester United’s goalscorer Romelu Lukaku has joined Abercrombie & Fitch on the relaunch of Fierce cologne. The Belgian striker is one of the many new faces for the brand’s new campaign, alongside Jayson Tatum (Celtics, NBA) or Ryan Garcia (Professional Boxer).

#FaceYourFierce explores the modern notion of what it means to be fierce through a sensitive, diverse and inclusive lens. The new campaign includes athletes, LGBTQ+ activists, mental health advocates and a group of Malibu surfers who, as volunteer firefighters, bravely fought the recent fires.

Abercrombie & Fitch got criticism years ago for sexualizing the protagonists of their campaigns. #FaceYourFierce is another example of how to go in the opposite direction and create a great impact. Lukaku offers the image and impact the brand needs.