WNFC Lands FITJEANS as Official Denim Partner in Expanding Lifestyle Growth Around Women’s Football

DALLAS (March 25, 2026) – The Women’s National Football Conference (WNFC) has secured a new partnership with FITJEANS, naming the premium apparel brand the Official Jeans of the WNFC.

The agreement marks a continued expansion of the WNFC’s commercial portfolio, as the league deepens its presence at the intersection of sport, culture, and lifestyle. The partnership positions FITJEANS as a key player in shaping how women athletes are represented beyond the field, blending performance, fashion, and identity into a unified brand narrative.

“This partnership reflects where our league is going,” said Odessa Jenkins, CEO of the WNFC. “Our athletes are not one-dimensional. They are elite competitors, creators, influencers, and leaders. FITJEANS understands that, and together, we’re building a platform that allows our players to be fully seen.”

Under the agreement, FITJEANS will integrate across WNFC league assets and athlete platforms throughout the 2026 season. The deal includes:

• Paid athlete influencer partnerships featuring select WNFC players

• League-wide product seeding, with hundreds of athletes receiving FITJEANS apparel

• Branded content and digital campaigns highlighting athlete storytelling and personal style

• Social and marketing activations designed to drive fan engagement and brand visibility

  
  

The partnership also includes direct investment into athletes through paid brand opportunities, reinforcing a growing emphasis across the WNFC on creating economic pathways for its players.

For FITJEANS, the deal represents a strategic alignment with a league that is rapidly gaining traction both competitively and commercially.

“At FITJEANS, everything starts with making women feel good - solving the frustration of jeans that don’t fit athletic bodies, while giving them confidence in how they look outside of training,” said Ida Myren, FITJEANS Brand Manager USA. “This partnership with the WNFC is about more than denim, it’s about empowering athletes to express who they are beyond the field and inspiring more women to embrace both movement and style.”

The announcement comes as the WNFC continues to build momentum heading into the 2026 season, with increasing brand interest, rising digital engagement, and expanded opportunities for athlete visibility.

As women’s professional sports continue to command greater attention and investment, partnerships like this highlight the evolving landscape, where leagues are not only competing on the field, but building powerful ecosystems that connect sport, lifestyle, and culture.

The 2026 WNFC season kicks off on Saturday, March 28th. Fans can follow @WNFCFootball across all platforms for league updates, team news, and the latest developments throughout the season.