Lululemon Partners with NFL for First-Ever Team-Branded Collection
Lululemon and the National Football League are teaming up to debut an all-new apparel line that features the logos of all 32 NFL teams, the two organizations announced Monday. This marks the first time Lululemon will release officially licensed merchandise for the NFL or any of its franchises.
Launching Tuesday, the collection will showcase both men’s and women’s apparel and accessories adorned with NFL team branding. Popular Lululemon staples — including the men’s Steady State line and women’s favorites such as the Define Jacket, Scuba Hoodie, and Align collection — will be included.
Following the announcement, Lululemon’s stock climbed more than 3% during Monday morning trading.
Traditionally known for its yoga-inspired origins, Lululemon has increasingly expanded into the world of sports and athletic performance. After introducing NHL-branded gear last year, the company has continued to grow its sports ambassador lineup, featuring PGA golfers Min Woo Lee and Max Homa, tennis pro Frances Tiafoe, NFL star DK Metcalf, and NHL player Connor Bedard. Earlier this year, Formula 1 world champion Lewis Hamilton also joined as a global ambassador.
Celeste Burgoyne, president of Lululemon’s Americas and global guest innovation division, said the partnership represents a strategic step in reaching both loyal and new customers.
“We see an incredible opportunity to offer premium products that let fans celebrate their favorite teams,” Burgoyne told CNBC. “It’s about giving our existing guests something new to wear to stadiums and arenas — and at the same time welcoming new guests into the Lululemon community.”
Although Lululemon has faced headwinds in recent quarters, including the impact of tariffs and shifting spending habits, CEO Calvin McDonald recently said he’s optimistic about continuing to innovate across key categories.
For the NFL, this collaboration provides another way to expand its merchandise offerings and reach fans through premium lifestyle products.
“Our goal is to give every fan — from the casual supporter to the devoted loyalist — a range of options to express their passion,” said Renie Anderson, NFL Chief Revenue Officer. “Whether it’s traditional fan gear or something more fashion-forward, it’s all part of celebrating the love for the sport and your team.”
The collection will be available through the NFL’s official online store, at select team retail locations, and on Fanatics — the league’s long-time e-commerce and licensing partner.
Fanatics Commerce CEO Andrew Low Ah Kee said the collaboration taps into a growing demand for elevated fan apparel.
“The jersey will always be a core part of sports culture,” he said, “but fans today also want premium, everyday pieces that reflect their passion in a stylish way.”
