Lululemon joins the NFL with a 32‑team apparel launch
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In a significant step into mainstream sports, Lululemon has announced a new partnership with the National Football League and Fanatics to produce team-branded apparel for all 32 franchises. The collaboration, unveiled Monday, marks the retailer’s first foray into officially licensed NFL merchandise, expanding its footprint from performance wear into premium fan fashion.
The launch, which includes men’s and women’s styles, brings NFL branding to some of Lululemon’s most recognizable products. These include the Align and Scuba lines for women and the Steady State series for men. Accessories will also feature in the collection, all bearing NFL team symbols. Products will be available online, at team retail stores, and through Fanatics, which holds the league’s licensing rights.
Shares of Lululemon rose more than three percent in early trading following the announcement. The move is seen as part of the company’s larger strategy to engage with a wider consumer base and reposition itself within the expanding world of performance lifestyle wear.
Expanding the fanwear market with a premium edge
Lululemon is positioning itself to serve a segment of sports fans who value quality and style as much as team allegiance. While the broader fan apparel market is already saturated with T-shirts, hoodies, and jerseys, the premium tier remains underdeveloped. Fanatics Commerce CEO Andrew Low Ah Kee highlighted that consumers are increasingly seeking elevated designs, noting that sports retail has historically overserved the basics and underserved those wanting more from fan gear.
“The jersey is truly the uniform of sport,” Low Ah Kee said in an interview with CNBC. “But we think there’s a role for more versatile apparel in a fan’s closet.”
This demand has created space for Lululemon to enter. Known for its technical fabrics and minimalist styling, the brand’s offering will likely appeal to fashion-conscious supporters who want to show team pride without compromising on aesthetics or quality. The launch taps into a growing market of fans who blend athletic, casual, and social wear, a space Lululemon has helped define.
Strategic growth through sports and athlete ambassadors
Lululemon’s NFL partnership builds on momentum the brand has been developing across other professional sports. In 2024, it released NHL team-branded merchandise. Over the past two years, the company has also deepened its athlete ambassador roster, naming Formula 1 world champion Lewis Hamilton, PGA Tour golfers Max Homa and Min Woo Lee, and tennis star Frances Tiafoe among its partners. More recently, NFL wide receiver DK Metcalf and NHL standout Connor Bedard have joined the lineup.
This pivot reflects a deliberate broadening of Lululemon’s brand identity, from a yoga-centric label to a performance lifestyle brand with relevance across major sports. Celeste Burgoyne, president of Lululemon’s Americas division, said the company aims to give fans premium choices while also growing its own audience.
“It really is about enabling our existing guests to be able to now wear Lululemon in arenas and stadiums,” she said. “But it’s also about a new guest, and expanding and really connecting our worlds in order to grow our guest base.”
This strategy plays into current retail trends, where brand loyalty, lifestyle fit, and fashion credibility hold equal importance to function. By offering NFL-branded performance gear, Lululemon signals that it intends to compete for both athletic and cultural relevance.
NFL’s expanding merchandise ecosystem
For the NFL, the partnership aligns with its ongoing efforts to modernize its merchandise strategy and meet fans where they are. The league, long rooted in traditional fan expressions like jerseys and foam fingers, is increasingly recognizing the value of collaborations that reflect lifestyle trends.
Renie Anderson, chief revenue officer of the NFL, said the league wants to create merchandise options for all fan types — from hardcore supporters to casual followers. “It’s all a part of that ecosystem of passion and love for the sport and your club,” she told CNBC. “And the ability to express yourself that way, whether it’s in fun ways or in a cool, casual, fashionable way.”
Fanatics, already a cornerstone of the NFL’s retail operations, is instrumental in bringing the Lululemon partnership to scale. The collaboration is expected to amplify product variety and draw in demographics not typically reached through traditional sports merchandise.
With this move, the NFL strengthens its hold on lifestyle merchandising, a space that has become increasingly competitive as consumers seek brand alignment across the categories of fitness, fashion, and fandom.
Lululemon’s entry into NFL merchandising is more than a branding move. It represents a calculated step into a lucrative market segment that sits at the intersection of sports, style, and identity.
Sources:
CNBC