Lululemon Breaks Into NFL Sports Merchandising With Apparel Collection With Fanatics
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Lululemon has teamed up with the NFL for its first-ever officially licensed NFL merch collection.
The collection, which officially launches Oct. 28, spans all 32 NFL teams and includes men’s and women’s apparel and accessories featuring signature team marks. Fans can shop the assortment on NFLShop.com, Fanatics.com, team retail locations and at stadium stores. It will be available internationally through local NFL Shop sites.
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Lululemon NFL Collection
Developed in partnership with Fanatics, the drop reimagines signature Lululemon styles like the men’s Steady State franchise and women’s Define, Scuba and Align collections through the lens of team pride. The result is a hybrid of fan gear and lifestyle fashion in an era when game-day apparel doubles as everyday wear.
“Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort,” Renie Anderson, executive vice president and chief revenue officer at the NFL, said in a statement. Celeste Burgoyne, president of the Americas and global guest innovation at Lululemon, added, “True NFL fans wear their pride. For them, fan gear is more than apparel — it’s a badge of loyalty and a way to instantly connect with a community that is like a family.”
To celebrate the launch, the brands rolled out a “Welcome to the Fam Club” campaign featuring NFL legends Joe Montana, Nick Foles, Ryan Clark and Emmanuel Acho alongside their families.
The deal arrives as the company seeks to diversify its consumer base and tap into the lucrative fan-merch market. For the NFL, it’s a chance to elevate its merchandise offerings and connect with younger, style-conscious audiences. Lululemon, long known for its yoga roots and premium athleisure, last patnered with the NHL on its first-ever licensed merch collection.
Shop the full Lululemon NFL collection starting Oct. 28 here.