- Lululemon is launching its first-ever NFL collection, offering premium apparel and accessories for all 32 teams.
- The partnership with the NFL and Fanatics includes some of the brand’s most popular lines, such as Align, Scuba, and Steady State.
- This move marks a significant expansion into professional sports for Lululemon, building on its existing NHL deal and high-profile athlete ambassadors.
- The announcement sent Lululemon’s stock up by over 3%, signaling strong investor confidence in the collaboration.
A Game-Changing Play for Fans
In a move that is set to redefine fan apparel, Lululemon announced a landmark partnership with the National Football League (NFL) and Fanatics to release an exclusive collection of team-branded gear. Launching this Tuesday, the collection will be the first time the athletic apparel giant has offered officially licensed products for all 32 NFL teams, answering a long-standing demand from its customer base.
The collection will feature a range of both men’s and women’s apparel and accessories, integrating iconic NFL team logos with some of Lululemon’s most sought-after products. Fans can expect to see their team’s colors and symbols on popular lines like the women’s Define, Scuba, and Align styles, as well as the men’s Steady State franchise. The news was met with immediate enthusiasm on Wall Street, with Lululemon’s shares climbing more than 3% in morning trading following the announcement.
Lululemon Doubles Down on Professional Sports
This NFL partnership is the latest strategic move in Lululemon’s aggressive push into the world of professional sports. Long known for its yoga-centric origins, the brand has been actively broadening its performance and athletic credentials. This collaboration follows a similar partnership with the NHL last year and complements a growing roster of world-class athlete ambassadors, including F1 champion Lewis Hamilton, NFL star DK Metcalf, and NHL rookie sensation Connor Bedard.
Celeste Burgoyne, a Lululemon executive, told CNBC the goal is twofold: “It really is about enabling our existing guests to be able to now wear Lululemon in arenas and stadiums, but it’s also about a new guest and expanding and really connecting our worlds in order to grow our guest base.”
A Win for the League and Its Partners
For the NFL, this collaboration opens up a new premium market for fan gear. Renie Anderson, the NFL’s Chief Revenue Officer, emphasized the league’s desire to provide a diverse range of products for all fans. “It’s all a part of that ecosystem of passion and love for the sport and your club,” she said.
Fanatics, which manages the NFL’s consumer product licensing, sees a clear demand for higher-end merchandise. Andrew Low Ah Kee, CEO of Fanatics Commerce, noted that while the industry has focused on casual items like T-shirts, there is “a real demand and appetite for truly premium.” This Lululemon collection is designed to fill that void, giving fans a fashionable, high-performance way to show their team pride.