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Lululemon has partnered with the NFL for its first-ever officially licensed apparel collection, marking the retailer’s entry into professional sports merchandising.
The collection, which officially launches on October 28, covers all 32 NFL teams and includes men’s and women’s apparel and accessories featuring the teams’ iconic brands. Fans can purchase the assortment at NFLShop.com, Fanatics.com, team retail locations and stadium stores. It will be available internationally through local NFL Shop locations.
Developed in partnership with Fanatics, this collection reimagines iconic Lululemon styles like the men’s franchise Steady State and the women’s collections Define, Scuba and Align through the lens of team pride. The result is a hybrid of fan gear and lifestyle fashion in an era where matchwear doubles as everyday wear.
“Together with Fanatics, we present an elevated collection that redefines modern fan apparel and is purpose-built for everyday comfort,” Renie Anderson, NFL executive vice president and chief revenue officer, said in a statement. Celeste Burgoyne, President of the Americas and Global Guest of Innovation at Lululemon, added: “True NFL fans wear their pride. For them, fan gear is more than clothing: it’s a sign of loyalty and a way to instantly connect with a community that feels like family.”
To celebrate the launch, the brands launched a “Welcome to the Fam Club” campaign featuring NFL legends Joe Montana, Nick Foles, Ryan Clark and Emmanuel Acho alongside their families.
For Lululemon, long known for its yoga roots and high-end athleisure, the partnership represents a bold expansion into the licensed activewear sector. The deal comes as the company seeks to diversify its consumer base and tap into the lucrative fan merch market. For the NFL, this is an opportunity to expand its merchandise offerings and connect with a younger, style-conscious audience.
Shop the full Lululemon NFL collection starting October 28 here.
