Lululemon Partners with NFL for First-Ever Team Apparel Collection

NEW YORK, NY — Lululemon Athletica Inc. has announced a partnership with the NFL to launch an apparel collection featuring all 32 teams. Set to debut on October 28, this collaboration marks the first time Lululemon will sell officially licensed NFL products.

The collection will include a range of men’s and women’s apparel and accessories adorned with NFL team logos. Popular items will include Lululemon’s signature styles like the Define, Scuba, Align, and Steady State collections. Shares of Lululemon increased by 5% during premarket trading following the announcement.

Celeste Burgoyne, president of Lululemon’s Americas division, emphasized expanding the brand’s reach to sports fans. “It really is about enabling our existing guests to be able to now wear Lululemon in arenas and stadiums,” Burgoyne said. This collaboration aims to tap into the growing demand for premium sports apparel.

The NFL, already popular among fans, seeks to broaden its merchandise variety through this partnership. NFL Chief Revenue Officer Renie Anderson stated, “We want to create a variety for all fans, from casual to classic styles.”

Fanatics, a company with longstanding licensing rights for NFL merchandise, will exclusively sell the new collection on its platforms, including the NFL Shop and team shops. “There’s a real demand for truly premium [sportswear],” said Andrew Low Ah Kee, CEO of Fanatics Commerce.

Alongside this launch, Lululemon has been expanding its athletic reach through partnerships. The brand has previously collaborated with the NHL and signed high-profile endorsements with athletes across various sports, including tennis and Formula 1.

The NFL launch will feature familiar styles integrated into the merchandise from Lululemon’s existing portfolio. “We are thrilled to be part of that ritual found throughout the NFL season,” Burgoyne remarked, indicating the importance of integrating fan pride into quality apparel.

This new collection reflects Lululemon’s strategy to innovate amid shifting consumer trends. This partnership is a key step in Lululemon’s effort to elevate its brand presence within the competitive sports apparel market.

With the NFL’s prominence and Lululemon’s established reputation in activewear, this collaboration could redefine how fans experience team spirit through comfortable and stylish apparel.